Kotex is a brand of feminine hygiene products, which includes tampons, pads, and pantiliners. Despite knowing it is one of the biggest feminine hygiene brand, people associate Kotex with menstruation and its scary myths due to the branding’s flashy colors and vague explanations.
The goal of the rebrand was to make Kotex appear friendly and welcoming to young people who just get their periods. The brand and packaging should be approachable for teens as well as engaging for all ages.
The new identity for Kotex is one that is friendly, comforting and educational. The circles in the logo symbolize moon phases in order to convey that menstrual cycle is perfectly normal and nothing to stress about, just like the natrual process of the moon. The patterns show differernt phases and forms of the moon to emphasize the key concept and add a sense of playfulness to the brand. The rounded body typography and bright colors make the brand feel more approachable.