• The period care brand underwent a brand refresh.
    The period care brand underwent a brand refresh.
  • The new design was aimed at the younger market.
    The new design was aimed at the younger market.

Design agency Hulsbosch has completed a brand and packaging refresh for Kimberly-Clark Australia’s period care U by Kotex brand.

Since U by Kotex’s last brand and packaging refresh in 2016 there has been significant changes and ‘better for the planet’ advances in the category, the company says. In order to reflect this, Kimberly-Clark Australia enrolled the help of Hulsbosch to bring “a bold, modern design into market that elevates the brand to standout from competitors and in the category, and which appeals to a younger audience (16-25-year-olds)”.

Mikey Hart, creative director at Hulsbosch said, “U by Kotex has always been a big selling brand that resonated with consumers. However, it was time to start an exciting next phase in U by Kotex’s brand evolution to re-establish the brand and bring a new energy to the packaging portfolio.

“We have revitalised all U by Kotex’s assets and developed a more dynamic expression of the iconic products. The range is renowned for being bold, brave and cutting-edge and the result is eye-catching packaging with a personality for each product that speaks to Gen Zs.”

The new design features a reframed ‘U’ logo for what the designers says is a “prominent on-pack presence, which delivers maximum value for its definition and as a symbol to be noticed”. For six brand variants, the agency says larger name callouts and new decorative illustrations provide clearer navigation across the range.

With a well-defined heritage, U by Kotex has several recognisable and distinctive visual brand shortcuts, black packaging and multi-coloured ‘rainbow’ wrappers which are key design elements retained and produced with a simplicity and consistency to enhance preference and support for the range.

Elise Smith, senior brand manager at Kimberly-Clark said, “What we love about the Hulsbosch creative work for U by Kotex is its ability to continue a dialogue with Gen Zs in a fun and friendly way so that our products are accessible, reiterating that we are a brand they can trust.

The expert team at Hulsbosch have extensive brand and design knowledge and enormous amounts of enthusiasm which has brought about a transformation for the U by Kotex range.”

The U by Kotex brand and product range packaging executions have been updated for each product in the range including Pads, Liners and Tampons and for the preferred format and absorbency level sub-brands including Core, Sport, Overnights, Designer, Maternity and Petites.

Kimberly-Clark says the outer polybags now contain 30 per cent recycled plastic content, and a spokesperson for the company told PKN they are made from LLDPE (linear low density polyethylene) and printed with an all over matt finish, with knockouts in key areas for material sheen show through to callout specific components.

The carton is litho-printed with an all over matt finish, with “spot gloss in key areas to callout specific components”.

The U by Kotex refreshed brand and packaging by Hulsbosch has been evolved and revitalised, leveraging the Turner Duckworth global identity for Kimberly-Clark, and localised for Australian and New Zealand markets.

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