Not until three years ago women in China were able to buy a basic feminine hygiene product, that’s been in use for centuries – a tampon – by a domestic producer. They could only buy imported tampons online or in high-end shops in larger cities, mostly due to strong cultural misconceptions and concerns about their usage as well as effectiveness. So, it may not come as surprising that the tampon market in the home to 670 million women is still practically non-existent, making just 1% of the £60,7 billion feminine care industry. A new visionary Chinese company, Yoai, which was established less than a year ago, has cooperated with brand design agency Pearlfisher to produce a brand strategy, identity and packaging design for Fémme – a new tampon brand that aims to revolutionise the feminine care market in China.

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As the Chinese cooperation with western markets brought ripples of feminism to China, the commercial interest in tampons began to grow, however countless international corporations failed to take over the tampon market by changing the perceptions of the poorly understood product. Yoai and Pearfisher developed a first brand in a pipeline of innovative feminine products whose mission is to empower “the woman within.” Thus, the brand name ‘Fémme’ – which subtly suggests elegant female sensuality – aims to shift perceptions of menstruation from patronising to positive; from conservatively traditional to boldly symbolic of contemporary female identity.

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Structurally, the tampon box is elegant and long and the brand mark proves to be simultaneously stylish and discreet and it is easily recognised by those in the know as a symbol of femininity, but does not overtly communicate the concepts of ‘tampon’ or ‘period.’ Natalie Chung, Creative Director at Pearlfisher, said, “The logo – the Chinese character of womanhood contained within a circle and embossed in bold red – places the brand in a modern, chic space whilst retaining an element of cultural significance. The elegant sans-serif word-mark elevates the product from basic pharmacy to high-end premium, with a hit of the circular logo subtly indicating European aspiration as it forms an accent on the ‘é’.”  

Victoria Li at Yoai added that, “Fémme is a ‘first-of-its-kind’, from product, branding and distribution perspectives and is on course to revolutionise China’s feminine care category. Pearlfisher’s brand identity is based on a modern interpretation of Chinese values, as opposed to something overtly westernised or protective of conservative tradition and we are thrilled at the significant role this new brand will play in contributing to a feminine liberation in the region.” 

Credits:

Pearlfisher

Founder and Chief Creative Officer: Jonathan Ford, Pearlfisher
Creative Director: Natalie Chung, Pearlfisher
Strategy Director: Yael Alaton, Pearlfisher
Designer: Jess Philips, Pearlfisher
Account Director: Stuart McClelland, Pearlfisher