Tampax Campaign
The Problem:
Within this project, I was working to solve the problem of the Tampax Brand being outdated and not appealing to a younger audience. While also leaning into Tampax's want to educate and remove periods as a taboo topic.
The Solution:
Within this project, I created a new visual identity for Tampax as well as a new product line: The period starter kit. The period starter kit is targeted toward young girls who are first getting their period. As a way to not only educate young girls but also to help parents and guardians with the sometimes uncomfortable conversation of periods and puberty. I began by doing in-depth marketing research about Tampax as a whole and their current market. From there I developed a future narrative that I wanted the company to exude: "Yesterday’s version of the company is trying to normalize talking about periods but struggling to keep up with their consumer's needs and tomorrow's version is normalizing talking about periods through educating young women while also giving those who have periods healthy and sustainable product choices." From there I determined the visual look and feel I wanted the new product and promotional material to have. I wanted it to be educational, natural, beautiful, and fun. Next, I created mood boards and began designing the final deliverables. which included a new logo, the period starter kit packaging, an educational booklet that goes inside the starter kit, stickers, posters, social media promotion, and finally a brand guidebook.
Alongside the deliverables, I created above I also developed a brand guidebook for Tampax. The book included research about the Company, its competitors, position in the market, current users, and possible future vision for the company. Within the book, I also dive into my process of revamping the Tampax logo as well as other design elements, and how those elements can be correctly used. Finally, I present the new deliverables pictured larger above and a concluding statement about the new branding as a whole.
