First introduced in 1976 by Johnson & Johnson, Carefree has been a trusted brand of pantiliners for many women across the world. Their branding is very similar to that of other mainstream feminine hygiene products, in that their look and feel relies on feminine stereotypes and cliches that often don’t speak to their audience in contemporary terms. This project was a perfect opportunity to implement period-positive
messaging into their brand and distinguish them from their competitors with bold statements that empower women. The brand mark was inspired by female fertility symbology and the circle, or period, was consciously placed in the groin area. Using the color red is a daring choice, as it is usually avoided for this purpose, and transcends taboos around frank representations of something that is a very normal part of
all women’s lives.
messaging into their brand and distinguish them from their competitors with bold statements that empower women. The brand mark was inspired by female fertility symbology and the circle, or period, was consciously placed in the groin area. Using the color red is a daring choice, as it is usually avoided for this purpose, and transcends taboos around frank representations of something that is a very normal part of
all women’s lives.