Shifting the tone from an impersonal one to an unapologetic and empathetic one, Mother Design delivers a contemporary rebrand that more aligns the US period care brand with the self-care category.

Launched in 2016, Cora is a natural female care and wellness brand on a mission to provide sustainable sanitary products while changing the narrative around periods and female hygiene. In order to drive their philosophy and appeal to a modern sensibility, the brand launched a new distinctive, inclusive and emotionally relevant new identity, designed by Mother Design.

The rebrand addresses that dual need for shelf visibility and a shift in the conversation from an impersonal experience to a more relatable and personal one. Mother Design introduce elements that convey authority, clarity and support in the packaging design, but also feel real, creating a more empathetic and relatable result.

Taking inspiration from the beauty and self-care/wellness industry, the visual identity employs a careful balance between bright colours, often used by established competitors, and the array of pastel-toned newcomers. The previous packaging heavily relied on white as the hero palette, whereas the new strategic use of colour claims its own space through a distinctly modern palette, as well as creating an easier navigation experience for the consumer. Each product variant is given its own hero colour and intuitive use of tones help distinguish between absorbencies.

The new logo, crafted with a bespoke typeface, is bold and oversized, conveying authority and support through distinctive detailing. The angled stress of the O is propped up by the C to give a feeling of support and care while the curve of the R offers a feeling of fluidity.

Another key element of the design was the product naming. Shifting to an emotionally driven tone of voice, Mother Design ensured Cora created a point of difference compared to its competitors, all product names now lead with the emotional benefit, from The Comfort Fit Tampon™, The Peace-of-Mind Pad™ to The Got-You-Covered Liner™ and The Perfect Fit Disc™, helping to align the brand with the broader category of self-care.

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