Launched winning design concepts for o.b. tampons, maintaining the #1 tampon brand choice in EMEA regardless of new competitive brands. 

2016: Modernized the brand, reinventing the floral imagery typical in the FemCare aisle and elevating the ownable circular brand equity, mimicking the existing logo.

2019: Infused the brand with a more energetic, fun, and dynamic visual system. Strengthened the core o.b. equities, reframed messaging, and gained relevance with Gen-Z consumers. Conveying nature through the graphic patterns. Leaned into ingredient transparency with an all white carton launch— emphasizing free-ofs while also launching an organic cotton SKU.

Concept Development, Brand Strategy, Communication Hierarchy, Packaging Design, Color Strategy, Icon Development