Feminine Care Case Study


Rebrand led to line extensions and growth at retailers Walgreens and Walmart

The Challenge
Hiding behind euphemisms doesn’t work any more. Women are emboldened to take control of their vaginal health and break the stigma of herpes and the discomfort of yeast infections without feeling shame along the way. But they demand products that work.
Our Strategy
Remind women that they are bigger than their diagnosis by focusing on the person rather than the condition. Humanize the experience by sharing our founder’s personal story. Leave the dated euphemisms behind. Bring the revamped positioning to life through a new brand voice, tagline, brand story and visual expression.
FemiClear: Feminine Care Case Study
Our Services
Brand Strategy
Brand Story
Tag Line
Campaign Development
Campaign Toolbox
Content Creation


How did we do it?


Social listening, data analysis and competitive analysis informed all brand fundamentals.
Consumer Insight
Natural products in this space look out-of-place on shelf and don’t give the patient confidence in their claims.
Rebranding and Campaign
Our campaign and tagline Joie de V! celebrates the joyful life that’s just on the other side of an outbreak.

Brand Story and Design

Updated brand fundamentals of positioning, brand story, and tone-of-voice led to new tag line and new brand look and feel. Digital and retail campaign celebrates empowerment in feminine care.
FemiClear: Feminine Care Case Study


Elevate feminine care with beauty- inspired content, bright lighting, humanity and natural elements.