A new U

U by Kotex

The U by Kotex brand was the first to bring meaningful packaging innovation to the category and is the leader in feminine care products in Australia. 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 for U by Kotex 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 female audience (16-to25-year-olds).

Bringing a new energy

The re-energised range redesign features a reframed ‘U’ logo for a prominent on-pack presence and delivers maximum value as a symbol to be noticed. For all brand variants, larger name call-outs and new decorative illustrations provide clearer navigation across the range. The result is eye-catching packaging design with a personality for each product that speaks to young women and brings a new energy to the brand. 

Project Scope

Logo design
Packaging design
Brand architecture
Messaging hierarchy
Production roll-out

‘What we love about the Hulsbosch creative work for U by Kotex is its ability to continue a dialogue with Gen Z’s in a fun and friendly way so that our products are accessible, reiterating that we are a brand they can trust.’

Elise Smith
Senior Brand Manager at Kimberly-Clark

‘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.’

Elise Smith
Senior Brand Manager at Kimberly-Clark