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Seventh Generation Free & Clear Pads and Tampons

by Theresa Christine Johnson on 09/12/2016 | 3 Minute Read

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Most women just want their periods to be done and over with that it’s easy to overlook the chlorine, fragrances, and dyes in some kinds of feminine hygiene products. Seventh Generation has a line of pads and tampons that uses organic cotton, and they asked Beardwood&Co. to redesign the line to emphasize the benefits of going organic at that time of the month.

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“For 27 years, Seventh Generation has been creating powerful plant-based solutions for the home and family. However, for its feminine care line, the emphasis had been centered around the products being organic. To underscore the chlorine-free, fragrance-free and dye-free benefits of its organic cotton tampons, pads and pantiliners and reach beyond a niche, organic shopping audience, the company needed a new approach. Redesigned packaging from NYC-based branding agency Beardwood&Co (in addition to a revamped website and a kitschy, funny ‘Vajingle’ from Maya Rudolph), Seventh Generation now reaches a more mainstream audience with an option that women overall can feel good about.”

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Seventh Generation Free & Clear feminine hygiene products are much clearer to understand themselves. “Free & Clear” appears in large letters, letting consumers know it’s a pure option for the body, and large images of the products further emphasize the transparency Seventh Generation embraces. White, green, and blue feel refreshing and clean without begging for attention, and it actually stands out against some of the noisier, obnoxiously colorful pads and tampons on the market today. As discussion surrounding menstruation becomes less taboo, the “Vajingle” is a playful addition that instantly makes the brand more likeable and appeals to a youthful audience.

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Designed by: Beardwood&Co.

Country: United States

City: New York, NY

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