Always ring icon


Firestarters 2022 submission

Focus: Brand Identity, Packaging, Tone of Voice

How can menstrual care brand Always pioneer gender inclusivity in an excessively feminised market?

Always logo and boxer shorts

The excessive feminisation of Always' current brand perpetuates the myth that periods are solely experienced by women; excluding transgender men, non-binary people and intersex people.

I repositioned the brand and created a new line of reusable period underwear to make Always more gender inclusive and sustainable.

equals symbol
transgender symbol
Always positioning statement
The visual language embodies Always’ new positioning statement; for everyone, always.

Supporting the Full Spectrum

Always' colour spectrum acknowledges the broad spectrum of users that their products support. The ring logo mark, a symbol of eternity, is placed after the logotype to act as a period; a subtle visual reference to the word itself. 

multipack underwear packaging
Always’ aborbant period underwear comes in a range of styles and sizes

The Colour System

Grey packaging is used to indicate reusable products that cater to a heavier flow, and white indicates disposable, single-use products.

Always pad packaging
Always' new disposable pad range is fully biodegradable, with organic cotton pads and plant cellulose wrappers

Balancing Inclusivity, Sustainability and Practicality

Some non-women who menstruate prefer using disposable products to avoid direct contact with blood, so Always' old plastic-based pad range will be replaced by new biodegradable pads.

gender dysphoria quote
Heavily feminised packaging can contribute to the paralysing gender dysphoria felt by many non-women who menstruate
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Informed by Primary Insights

Speaking to non-women who menstruate helped to identify how interacting with a menstrual care brand can be made more comfortable:

  • Neutral colours not tied to femininity
  • Discreet design
  • No gendered symbolism or exclusionary language such as ‘feminine hygiene’

instagram stories

The final identity stays true to Always’ compassionate brand voice, but brings the brand into the modern day through inclusive language, neutral design and gender-diverse imagery.

underwear and always icon