Binti are a multi-award winning charity providing menstrual products to girls and women in the UK, India, US, Nairobi and Africa.
When we met with Manjit Gill; winner of woman of the year award and founder of Binti charity, an opportunity to put our creativity to good use was presented. Binti were looking for a packaging design agency in London to help with the launch of their reusable pads to the UK market… and a wonderful partnership was born.
client: Binti Period
Deliverables: brand positioning, naming, look & feel, packaging design, copywriting
Creatives: Siena Dexter – Creative Direction, Copywriting. Alex Murphy – copywriting, Olivia Goodenough – design and illustration
The purpose of the product was two-fold: first, to raise money for Binti’s non-profit projects. We also wanted to educate the category and actively work to reduce the tonnes of plastic wasted every year through disposable period products.
Our brief was to create a brand and packaging design for Binti’s ‘sanitary’ pads, but we saw an opportunity to redefine an exclusive category reliant on stereotypically ‘feminine’ design cues and messaging, while updating perception of cloth pads – a product used pre-disposables for a new generation of eco-conscious shoppers.
Our category research showed that 15-24 year olds are most likely to use reusables, that only 5% of women in the UK currently use reusables products, and that the category boasted little consumer loyalty overall, with the main driver to purchase being price both premium and value brands were female shopper biased.
We set out to create a brand that’s gender inclusive – after all not all those who menstruated are women, and not all women menstruate. Our mission was to create a brand that shows the reality of menstruation, in-line with Binti’s mission of educating girls and women.
Terminology around menstrual products holds negative connotations. Both ‘feminine hygiene’ and ‘sanitary pads’ reinforce antiquated attitudes about the dirt and shame of menstruation.
Instead of calling our pads ‘sanitary’, we coined the term ‘menstrual wear’ – with a nod to the reusable nature of the product and without shying away from the fact that this is a product for menstruation.
We wanted to use the idea of cycles which connects the idea of cycles of generations, recycling of material and the menstrual cycle. The tagline ‘for future cycles’ emerged as a natural guide to our messaging, while our visual messaging illustrated the idea of cycle with a clean two-tone split of crimson red and light blue – a drop of blood connecting the two ‘phases’, much like our menstrual cycle connects the very separate phases of ‘bleeding’ and ‘not bleeding’.
For the logo, we used a simple, clear geometric typeface which nods to the ‘future’ element of the brand without leaning too far towards impersonal or clinical, while Josephin Sans worked nicely for the body copy and would be easy for Binti volunteers to find.
Cloth pads are not a new invention of our generation, but the ‘premium’ positioning of disposables has made reusables fall out of fashion, giving way to blue liquid and secret periods no one need now about. We hope that through education and clear, transparent messaging, we move towards lifting the period taboo, while positioning reusables as the product of the future (and not just the past), means cutting down on pointless plastic waste.
We hope that our very special partnership with Binti period will pave the way to more responsible, conscious future cycles. Check out some of Binti’s awesome work here.