Design agency Hulsbosch has given a packaging refresh to period care brand U by Kotex, aimed to attract Gen-Z consumers.
The new look is available in-store and online across the entire brand’s portfolio, including Pads, Liners and Tampons and sub-brands, Core, Sport, Overnights, Designer, Maternity and Petites.
Mikey Hart, creative director, Hulbosch, said the agency revitalised all U by Kotex’s assets and developed a more dynamic expression for its products, with eye-catching packaging with a personality that speaks to the youth.
“U by Kotex has always been a big-selling brand that resonated with consumers,” said Hart.
“However, it was time to start an exciting next phase in U by Kotex’s brand evolution to re-establish the brand and bring new energy to the packaging portfolio.”
The new packaging feature a reframed “U” logo, with larger name callouts and new decorative illustration to provide clearer navigation across the product range.
In addition, distinct brand visuals such as the black packaging and rainbow wrappers have been retained but produced with “simplicity and consistency”.
Elise Smith, senior brand manager for Kimberly-Clark, parent company of Kotex, praised the agency’s creative work for U by Kotex and their ability to connect with Gen Z in a fun and friendly way.
“The expert team at Hulsbosch have extensive brand and design knowledge and enormous enthusiasm, which has transformed the U by Kotex range,” she added.
Aside from the design refresh, the brand’s packaging is also now made with 30 per cent recycled content as part of the company’s goal to reduce its environmental footprint.
U by Kotex is available at Coles, Woolworths and other leading supermarkets and retail stores nationwide.
