Brands have the ability to make people feel good. To educate and challenge. To empower. Whether it’s adopting a frank and candid tone of voice, influential messaging, or something completely unexpected, many brands are now exploring new ways to inspire—and connect with—women of all ages.

Why should a period brand be pink and overtly feminine? Or something to be ashamed of and hidden at the back of the cupboard? Does a drinks brand targeted at women have to lean on clichéd phrases or color palettes to be successful? Not today. Can a brand effect change and drive equality? Absolutely.

In recognition of this year’s International Women’s Day, we spoke to six designers on the brands they feel have hit this brief, delivering identities that are truly empowering for women.