De Lune is a female-founded menstrual wellness brand that formulates herbal and nutritional supplements for period relief. The company was started by Mimi Millard and Courtney Mayszak, who met in college and launched their first product, Cramp Aid, in 2017. Millard serves as CEO and Mayszak as CPO. [1]
Design and History
De Lune’s visual identity centers on a wordmark consisting of the letters “de lune” in a stylized lowercase font. This description is documented in a USPTO trademark filing for the brand name, which specifies the mark as “The letters ‘de lune’ in a stylized lower case font.” [2]
The brand’s name references the moon, and De Lune’s own website leans into this connection with the tagline “Like the moon, we live in cycles.” [3] The company describes itself as existing “so that your cycle can be a strength, not a burden.” [3]
De Lune’s brand colors, as cataloged by Brandfetch, include a red tone (hex #E22120), a blue tone (hex #0F148C), and a light blue tone (hex #98BEE3). [4] These colors appear across the company’s packaging and digital presence.
Meaning and Symbolism
The moon association in the De Lune name connects to the company’s core premise that menstrual cycles, like lunar cycles, are natural rhythms. The brand’s website states that periods should not hold people back and frames its mission around making menstrual health “recognized, respected, and resourced.” [3]
De Lune’s own story page describes the company’s evolution from a personal struggle with period pain into a broader movement, noting support from investors, gynecologists, dietitians, and menstrual pain researchers at Harvard Medical. [5]
Typography and Design
The De Lune wordmark uses a stylized lowercase font, as documented in the USPTO filing. [2] The lowercase treatment gives the brand a casual, approachable feel that aligns with its consumer wellness positioning. No specific typeface name or designer attribution for the wordmark has been publicly documented.
De Lune’s packaging and product design emphasize natural, science-backed positioning. Product listings describe the supplements as “nutritionist-formulated with research-backed ingredients” and highlight that they are vegan, gluten-free, non-GMO, and made in the USA. [6]
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