The Pack by Kotex
How can we empower tween girls to embrace their periods with pride and confidence as they grow up to be young women?
Challenging taboos and misconceptions around menstrual health, The Pack by Kotex revolutionises period education for tween girls in South Africa with confidence. This engaging kit is designed to provide girls with the tools and knowledge they need to navigate their first period, accompanied by a pack of friendly characters to help guide them along the way.
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The idea of being part of a community of girls comes to life through the creation of a pack of relatable characters, introducing Kiara, Thembeka, Amy and Mia. Their individual personalities, vibe and style – from the fashion-forward Kiara to the bold, sporty Thembeka – feature across brand touch points and uniquely designed tins. This pack of friends come together to help girls through their individual experiences with a positive attitude.
The gradient logo celebrates diversity and individuality with bright brand colours and a contemporary, gamified aesthetic, opening up a playful visual world. The exaggerated bouncy logotype and empowering tone of voice represent the distinctiveness of the four optimistic characters as they become the reassuring faces and voices across all brand activations, such as posters for school toilets and digital applications.
