Creativity into clarity

One newsletter. Once a quarter. Keep up with latest projects and unexpected stories of creativity from our team.

    01 Libra 3840x2160px 72dpi
    Client Asaleo Care
    Shifting & Shaping Body & Mind

    Libra is a well known, loved and respected player in the feminine hygiene space. The only brand made in Australia for over 40 years, it is a solid and dependable choice that embodies the spirit of ‘you do you’. How do we set the brand apart from a growing list of competitors who all claim to have your back during your period?

    We were challenged by the team at Asaleo Care to define what Libra stands for and to do so with a point of view. To inject relevance and relatability into the brand that would inspire consumers and ensure that Libra would be loved by future generations.

    02 Libra 3840x2160px 72dpi
    03 Libra 2000x2000px 72dpi

    Ditching discretion and a conservative mindset, together we shifted the brand from quiet and neutral femininity, to collective empowerment for the modern woman, reshaping Libra’s future to stand for action, progression and a point of view.

    04 Libra 3840x2160px 72dpi
    05 Libra 2000x2000px 72dpi

    Rallying the strength and volume of protest placards and modern graffiti, we repositioned the brand as an energetic and inclusive force for change. The updated identity is optimistic and inspiring and has allowed Libra to turn around years of decline in both Australia and New Zealand, growing 12% and 5% respectively. Women have answered the call to action and with Libra being found in 29% of Australian women’s homes, it has reclaimed the #1 spot in feminine hygiene.