Always Rebranding
Always is a staple of the feminine hygiene products aisle, appearing on almost every retail shelf in America. As a brand, they made considerable efforts through marketing to uplift strong women, inform young girls across the world about period care, and end period poverty.
As forward-thinking as Always is, I believe they could go even further with their “activist” brand personality and do a complete rebrand, with the goal of being completely gender-neutral, using more candid language regarding periods, and defying patriarchal taboos about menstruation.
This hypothetical rebranding project was completed for my Capstone Design Studio class at the Fashion Institute of Technology (FIT).
Logo Process
My goal with redesigning the Always logo was to create a bolder, more confident type treatment that feels gender-neutral and fearless. Moving away from a tender script or italics style, I instead opted for a bold sans-serif typeface that sits between two bold lines that offer a sense of shape and form to the logo. I went through quite a few logo treatments to find the perfect one.
