Free: A Youthful Attitude Brand for Sanitary Napkins

Brand Visual Upgrade and Reshaping for a New Generation

Free, a well-established brand in the sanitary napkin industry, has undergone a significant transformation to appeal to the younger generation. Led by designer Fengnan Lin and a team of talented individuals including Yingqiang Zhang and Xiaofang Teng, the brand has successfully upgraded its visual identity and positioning.

The key element of the brand's new visual identity is the logo font. The letter "F" rises slightly, reflecting a young and optimistic attitude. The continuous brush design of the two "e" letters cleverly links them together, creating a unique symbol for Free. This symbol is utilized in the brand's visual specification system, including an icon system, which unifies the brand and makes it more extensible. With this visual upgrade, Free's brand vision stands out from the competition.

The new visual identity has been realized through various mediums and products. The "ee" symbol extracted from the logo is applied to business cards, express boxes, badges, document bags, messenger bags, and canvas bags. The process involves four-color printing and a baking paint process, ensuring the quality and durability of the design.

Free's brand visual upgrade is not only aesthetically pleasing but also strategically aligned with the brand's target audience. The modern and dynamic design reflects the feelings of freedom, self-expression, and the pursuit of individuality that resonate with the younger generation. This visual transformation has successfully positioned Free as a trendy brand of sanitary napkins with a young attitude.

The design project took place in Guangzhou, Guangdong Province, China, and was completed on July 6, 2021. Throughout the project, the design team faced the challenge of reshaping an old brand of daily necessities into a trendy brand that appeals to a younger audience. By conveying freedom and a brand-new attitude image, Free has successfully rejuvenated its brand and captured the attention of the "youngest" consumer group.

The design has received recognition for its excellence. It was awarded the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2022. This award acknowledges the well-designed, practical, and innovative nature of the Free brand visual upgrade. The design meets professional and industrial requirements, integrating industry best practices and competent technical characteristics. It contributes to a better world by providing fulfillment and positive feelings to its consumers.