Project

Midol: Brand Redesign

Project

Midol: Brand Redesign

Midol New image

Midol New image

Objective

With low top-of-mind relevance, recessive packaging and bottom-shelf placement, Midol underperformed; we needed a modern, disruptive identity and wellness-led repositioning to grow penetration, attract Gen Z/Millennials, and reignite category momentum.

Key Services

Brand Identity, Brand World, Graphic Innovation, Graphic Business Protection

Core Team

Martha Seidner, Tanya Debarry/Donna Papson

Outcomes

Rebrand 2020 reignited Midol’s momentum.
Household penetration +50 bps (four‑year high).
Category penetration +30 bps, Midol‑led.
Sales +25% year‑on‑year; double‑digit growth.
Expanded distribution and new aisle placement.
Scalable, governed design system for NPD.
Activation guidelines ensured consistent rollout.
Strong retailer support and consumer buzz.
Heat Vibes: $7MM retail; 8% of sales.
Brandmark registered; IP protection secured.

Launch

US, 2020

Midol banner

Brand Identity

The heroic M says it all – bold, iconic, not afraid to stand up for what we believe in and empowered to be ourselves.

Packaging Design & Graphic Adaptation Midol

Packaging Design & Graphic Adaptation

A bold, breakthrough system with stand-out colors, the packaging was made to pop online and at shelf.

The team executed portfolio color work to ensure print accuracy and consistency with high quality standards upheld from design intent

Brand World

We envisioned the full Midol brand experience, embraced our ‘Change the Game’ approach and created the ‘Live Life M-Powered’ campaign. The results were holistic and breakthrough, proof of the power of collaboration.

dba chart Midol

dba midol

We Are PX

We Are PX