Always Discreet Postpartum

Visual Identity Design
Procter and Gamble, FemCare
Fall 2023

A Target exclusive product, Always Discreet Postpartum prioritizes the morther, and brings comfort to her and her baby. Based on the approved packaging design, and working within Target's and Always Discreet's design guildelines, I created an identity to be used on digital and print assets promoting the product.

The Approach

Reinterpreting visual assets in the Always Discreet brand to match the Target-approved packaging.

Based on the center gradient in current Always and Always Discreet visual identities, I rebuilt the asset out of organic shapes of varying opacities, to mimic the forms on the Postpartum pack.

The organic shapes in the center mimic the gradient in current branding, while also nodding to the smooth shapes on the packaging.

The Story

Always Discreet Postpartum comfortably supports new mothers with postpartum lochia and leaks. While the baby is the center of her world, she's the center of ours.

Injecting Always Discreet's trustworthy reputation into a new look works through clear and conscise communication, soft color palettes and forms, and photography that prioritizes the new mom.