Hulsbosch partners with U by Kotex for brand refresh

By AdNews | 25 September 2023
 

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

The U by Kotex brand was the first to bring meaningful packaging innovation to the category.

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.

A fresh new look by Hulsbosch has been released instore and online, across the entire U by Kotex portfolio bringing a bold, modern design into market that elevates the brand to standout from competitors and in the category, and appeals to a younger audience (16-25-year-olds).

Mikey Hart, creative director at Hulsbosch said 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," he said.

"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 Z’s.”

The U by Kotex packs by Hulsbosch features a reframed ‘U’ logo for a prominent on-pack presence and delivers maximum value for its definition and as a symbol to be noticed.

For six brand variants, larger name callouts and new decorative illustrations provide clearer navigation across the range.

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 the company 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," said Smith.

"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.

The outer polybags now contain 30% recycled plastic content, a key step in Kimberly-Clark’s ambition to safeguard natural systems and reduce its environmental footprint.

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.

The range is currently available at Coles and Woolworths, as well as other supermarket and retail stores around Australia.

 

Credits:

HULSBOSCH

Mikey Hart, Creative Director

Grace Brown, Design Director

Olivia Walton, Senior Designer

Andrew Norris, Senior Finished Artist

Jaid Hulsbosch, Managing Director

Eils Robertson, Senior Account Director

Ella Heffernan, Account Executive

Vivienne Buls, Studio Manager

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