Hulsbosch delivers a brand and packaging rejuvenation for Kimberly-Clark Australia's U by Kotex period care brand

U by Kotex, a leader in the Australian period care products market was the pioneer in introducing innovative packaging concepts to the category. Since its last brand and packaging update in 2016, significant advancements in sustainability have emerged within the category. Hulsbosch has now unveiled a fresh and modern look for the entire U by Kotex product line, designed to distinguish the brand from competitors and resonates with a younger demographic aged 16-25.

Hulsbosch's redesign of the U by Kotex packaging prominently features a refreshed 'U' logo, enhancing its visibility on the packaging and reinforcing its significance as a recognizable symbol. For six different product variants, larger product names and new decorative illustrations improve clarity and navigation within the range. With its well-established heritage, U by Kotex maintains its distinctive visual brand elements, including black packaging and vibrant 'rainbow' wrappers.

These design choices have been preserved and streamlined for a more consistent and appealing look, further enhancing consumer preference and support for the brand. The brand and product packaging has been updated across the entire product range, including Pads, Liners, and Tampons, as well as sub-brands for different formats and absorbency levels such as Core, Sport, Overnights, Designer, Maternity, and Petites.

The outer polybags now incorporate 30% recycled plastic content, a significant step in Kimberly-Clark's commitment to environmental sustainability and reducing its ecological footprint.

For more information on Hulsbosch’s design, visit their website or follow them on Instagram.

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