Science Shaped
by You
Kotex
The challenge
Women’s health and wellness have long been underserved, leaving significant gaps in menstrual care and feminine wellbeing. For more than 105 years, Kotex has challenged conventions, drawing on the expertise of trailblazing women in science to pioneer new possibilities in intimate care.
Yet this legacy of scientific innovation had never been fully brought to the forefront. The challenge was to give it a visible platform, building greater credibility for the brand while expressing science in a way that felt distinctly Kotex: bold, human and true to its pioneering spirit.
The Opportunity
Built around the idea of Science Shaped by You, the Kotex Health & Science Institute identity expands the masterbrand world with a new visual language rooted in science and humanity.
At its heart is an organic ecosystem of interconnected shapes, inspired by the skin microbiome, that come together to form a red droplet: a symbol of menstruation and the core of everything we do.
These forms create a bold and energetic graphic system, where expressive and scientific imagery work in synergy. Candid, unposed photography completes the world, celebrating the real women behind the Institute while moving away from the cold, clinical clichés of science.
