Kotex is a brand of feminine hygiene products, which includes tampons, pads, and liners. People often associate Kotex with menstruation and its scary myths due to its current branding's flashy colors and vague explanations.
The rebrand's goal is to make Kotex appear friendly and welcoming to young people who just get their periods. The visual language and packaging should be approachable for teens yet 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 to convey that the menstrual cycle is perfectly normal, and there is nothing to stress about it, just like the moon's natural process. The key concept of normalizing menstruation is emphasized by the patterns illustrating different forms of the moon. While the rounded body typeface and bright color palettes add a hint of playfulness to the brand, making it more approachable.