The Brief
Develop a unique brand for a new line of Maxi Pads specifically designed to cater to the needs of African women. These pads incorporate an innovative 5-channel leak-proof technology that contours to your body curves, ensuring optimum dryness and protection, empowering you to live your life to the fullest. The brand will need to encompass eye-catching packaging for the four different product variations, to stand out from competitors along with a distinctive logo, iconography and a 3D version of the pad with the innovative 5-channel design.
Colour Breakdown
The primary colours chosen for the brand are pink, navy blue, chartreuse, and white. These colours serve as the foundation and are consistently applied across various brand elements. In addition, a secondary colour palette is utilised primarily to distinguish each product SKU or variant. Furthermore, different gradients are employed to emphasise the specific SKU on the packaging.
Femxclamation Mark
The primary asset that belongs exclusively to the brand is the Femxclamation mark. It was derived from the distinctive shape found on the maxi pad. The primary shape resembles a silhouette and was modified to represent the curvier female figure that these pads were specifically designed for, specifically targeting African women with fuller figures. We integrated the silhouette with an exclamation mark, using it as a seal following our logo design. This addition proudly displays the brand message of "Trust Celebrates You."
Logo Primary
The main logo is a hand-drawn design that incorporates diverse curves, symbolizing the inclusivity of all body types for which these maxi pads were specifically created.
Logo Secondary
The logo here is either used on white or any of the SKU (variant) primary colours.
Brand Typography
Century Gothic was selected as the primary font due to its ability to embody both modernity and femininity. The clean lines inherent in this font effectively communicate the brand's commitment to medical and sanitary aspects. Additionally, the soft curves present in Century Gothic resonate with femininity, further enhancing the brand's overall aesthetic.
Iconography
Incorporating the bean from the Femxclamation mark as a recurring graphic element throughout the iconography, we ensured that all shapes maintained smooth edges to establish a visual connection to the female form.
3D Pad Render
After referencing an actual pad, I found that using Procreate was the most effective approach to capture a three-dimensional representation of the pad's structure. These illustrations will be utiliSed for the actual packaging, all print materials, as well as social media and out-of-home (OOH) advertising.
PACKAGING
The following presents the final outcome of all the elements and how they harmoniously blend to highlight the unique design elements of each SKU. The Pink female form device is consistently employed throughout the range, serving as a window where the SKU colours can be integrated, providing a visual means to distinguish each SKU. Additionally, the icons utilise chartreuse as the accent colour to enhance the visibility of various brand callouts, attracting more attention.
DESIGNER: Dewald Meyer
ILLUSTRATOR: Dewald Meyer
CLIENT SERVICE: Lavila Moyo
ECD: Tumi Sethebe
