Making this the everyday standard.

Toward a world where everyone who needs it can find peace of mind, anytime.

toreluna is a service working to build a society where anyone who needs a sanitary napkin can access one, whenever they need it. It delivers information to women's restroom users and connects with dispensers installed in restroom stalls, allowing users to receive sanitary napkins free of charge.

Issue

Not having access when you need it isn't something to just "accept."

No matter how careful someone is, the sudden need for a sanitary napkin can still happen. Rather than dismissing this as "unavoidable," the toreluna project launched as a social business—one built to make it the norm for anyone who needs it to find peace of mind, anytime.

Creation

Turning the Right to Receive into a Brand

No one questions why toilet paper is provided free in train stations or commercial facilities. It's simply infrastructure now—something so normal that using it requires no thought. Sanitary napkins deserve that same level of normalcy. That's why, instead of framing this as something to "provide," "hand out," or "give," the name "toreluna" was created to convey a different message: that anyone who needs it has the right to receive it. Drawing on its connection with sister brand "smaru," the team crafted messaging built around this idea for users.

Creative That Supports Without Feeling Too Ordinary, in the Private Space of a Restroom Stall

Beyond the core product design, Konel handled every aspect of the service's creative work—brand messaging, the website, and instructional videos.

Since the target audience is women, the team aimed for a soft, supportive tone: rounded shapes throughout avoid feeling overly feminine or clinically corporate. Because a restroom stall creates a one-on-one moment that can easily trigger physical discomfort or aversion, the videos use animation rather than live footage to soften that experience. The website, built with future service expansion in mind, includes robust FAQ content and installation-location information to support that growth.

On the product side, the design features ample stock space so napkins don't need refilling too frequently, along with a simple form that fits flexibly into any type of restroom stall.

Strategic PR

Building Social Consensus Through Pilot Testing

As a startup needing fast PoC/PoB validation, the team launched the project as a pilot program first, drawing participation from many companies.

PR around the pilot's launch drew major mass-media coverage, and the pilot expanded nationwide—building social consensus step by step ahead of the full-scale launch.

The project won Bronze at the PR Awards Grand Prix 2022.

Future

A Sustainable Advertising Business Model

To keep the service free for everyone who needs it, toreluna runs on an advertising-based business model. The team is building partnerships with installation sites and advertisers who share a commitment to this social cause. Anyone interested is welcome to reach out via the Contact page.