Global brand Libresse (also known as Bodyform, Nana, Nuvenia, Nosotras & Saba) had made great strides in tackling taboos in the feminine hygiene sector, but its logo and identity – all pink bows and sparkles – perpetuated category stereotypes. It needed an identity shift to embed its purpose, starting with a logo that had meaning for all women and overturned femcare’s outdated frivolous cues.
We put the ’V’ of V-Zone (vulva, vagina & V-shaped front) at the heart of the brand, amplifying its refreshed blue rhombus. More than a letter, it symbolises womens most intimate body part, a symbol of female empowerment. Alongside this, a rich pool of texture & pattern brings depth to the brand, while new attitude ramps up the messaging to give women a confident taboo-free language to share in.
Highly successful communications struck a chord with women, but the brand didn’t receive the credit deserved due to the brand identity not delivering the same power. As a global brand the strength of the identity was being diluted as it differed everywhere. As the V-identity comes to life around the world, the brand is now unified.
Co-developed with 5.000 women globally, it launched in Malaysia and China in 2019, and in Europe, Middle East, Africa, Central America as of February 2020. Consumers, shoppers and trade celebrate the new V-identity everywhere. Within six months after launch in China, Libresse’s brand awareness rose to 72% (+47%), reaching 270 million, a satisfaction rating of 98% which all led to a significant growth of brand closeness (+50%). In Malaysia market leader Libresse reached an all-time high market share of 35,8%, growing faster than the market and driving category growth
Essity Femcare - Libresse (also known as Bodyform, Nana, Nosotras, Nuvenia and Saba)Client