The Tampax rebranding campaign seeks to start conversations to normalize menstruation and empower consumers with knowledge, comfort, and confidence. In this case study, the Tampax brand goes beyond manufacturing quality menstruation products to re-frame its brand as a knowledge-based period hygiene resource. The assignment was to use the design process to broaden its market by strengthening Tampax's reputation as an industry innovator.
Projecting that Tampax would focus on menstruation education, especially for adolescents beginning their period journey, the deliverables need to provide easy access to education, health information, and product personalization. Developing a mobile app, redesigning the brand identity, and creating new packaging would allow P&G to connect directly with users. For the visual design, the motif utilizes overlapping wave patterns that make the appropriate association without being cliché.
The color-coded waves, soft-form logo, and intuitive mobile app are suited to young audiences while educating and providing a sense of knowledge, comfort, and confidence.