o.b. Brand Refresh
Packaging Refresh • Agency Oversight • CGI Direction • Color Strategy • Illustration • Icon Development • Global Packaging Guidelines • Regional Rollout Oversight
Revolutionize from a commodity to a women’s health lifestyle brand
The brand was perceived as clinical and lacked personality. So, in 2016, the objective was to modernize the brand and infuse emotional connection. We reinvented the floral imagery that is typical in the FemCare aisle and elevated brand assets by leaning into the ownable circular equity.
In 2019, we took an additional step forward to strengthen the core o.b. equities, reframe messaging and gain relevance with Gen-Z consumers. We created a mandala design system that conveys “a sense of natural through graphics”. Tapping into the Gen-Z consumer trends, a key focus being on ingredient transparency, we moved to all white cartons across the portfolio emphasize the free-of messaging and launched an organic cotton SKU.
2016 Packaging Refresh
2019 Packaging Refresh
Fresh, Dynamic & Fun
Infused more playfulness and freedom of expression to appeal to younger consumers while maintaining existing design equities.
Additional design outcomes increased the ease of consumer navigation, allowed seamless introduction of new innovations (i.e. Organic), and addressed market trends demanding transparency, authenticity, and purpose.
Creative Team
Creative Director: Paul Owen
Design Director: Jennifer Dahl
Design Lead: Melinda Brechbuehler
Senior Designer: Alyssa Lagattuta
Packaging Production: Oddesius Perry