TAMPAX
NEW VISUAL IDENTITY
Tampax has always been a natural choice for many women, and has dominated the supermarket's personal hygiene departments around the world. As long as Tampax has been around, they have had the same visual profile, the same communication and rarely advertised themselves. I see a clear problem in the fact that Tampax's tampons are made of 100% organic materials and are biodegradable, but the communication around this is very weak, and because of that a lot of people are not aware of it. I believe, that with a market in which more and more alternative products are emerging, as well as a growing environmental awareness among the population, Tampax really needs to do something to continue to make sure it is the market leader in tampons.
That is why I have chosen to create a new visual identity for Tampax, which through some adjustments will make them exhibit sustainability and ecology.
Pictures, colors, typography and pay-off
I have chosen to use some more natural colors such as beige, brown and white, as well as retain their blue color we know from the logo, so they will still be recognizable to users. The picture style is much more unpolished and genuine, with natural women in all "sizes". I chose to keep the logo as it's really strong and simple.
Pay-off "We Bleed. Period"
WE BLEED, showing a fragility and vulnerability, that all women know - together with PERIOD, that shows strength and courage. The two things create some tension and contrast. The word WE also creates a sense of community, like we are all in the same boat. It's vulgar without being too much, it's provocative in a classy way and it's empowering for all the women who have ever felt ashamed of their menstruation.
Outdoor poster
Outdoor poster
Website mockup
Website mockup
Tampax's current identity
The current identity consists primarily of blue colors. The packaging design looks very chemical and images on website, Facebook and Instagram are all very polished and unrealistic.
