Marsden/Mee Launches Tesco’s First Organic Femcare Brand

by Andrew Gibbs on 02/11/2020 | 2 Minute Read

TOTM wanted to be a disruptive femcare brand that stops you dead in your tracks when you see them on the shelf.

So, for their redesign, they turned to Marsden/Mee to pump up the volume with these gloriously executed patterns:

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"TOTM makes awesome, organic sanitary products for women. Right from the start, TOTM set out to be a disruptive brand, aiming to change the attitudes and behaviors of its target audience. We were initially brought on board to undertake a brand review and look at how the overall identity could better represent the mission and values at the heart of the brand.

We also worked with the client to redesign all packaging to coincide with a nationwide launch in Tesco. The aim was to challenge conventional stereotypes of what an organic brand should look like - and find new, bolder ways to tell the organic story. The packaging needed to stand out and immediately communicate the brand proposition. This was a big deal for Tesco – it’s the first time the supermarket has sold an organic femcare brand.

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Letterbox pack - unwrapped liners

TOTM makes organic and sustainable sanitary products for women. It is a disruptive brand that aims to normalize the conversation about periods and create an open, supportive, and empowered online customer community. The brand places great emphasis on the importance of its organic properties, which are beneficial to both the body and the environment.

The TOTM packaging instantly communicates the key aspects of the TOTM brand proposition: organic, bold, proud. It challenges conventional stereotypes of what an organic brand should look like, using vibrant color combinations and contrasting patterns inspired by shapes and patterns found in nature. Individually, each product is distinctive, and, as a collection, it has stand-out shelf-appeal. The packaging is designed to drive new online dialogue between TOTM and its customers, intentionally bold, and suited to social sharing, making a powerful statement about the values and attitude of the person sharing it."

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Letterbox pack - wrapped liners

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Letterbox pack - applicator tampons

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Letterbox pack - applicator tampons

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Launch campaign

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Launch campaign

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