Femme: advert-top-1 by Pearlfisher

Pearlfisher creates a brand strategy, brand identity and packaging design for Fémme - a new tampon brand aiming to revolutionise the feminine care market in China.

Looking to inject confidence and positivity into a category characterised by apologetic expressions of femininity, Pearlfisher Strategy rooted its approach in the mission to empower “the woman within.” The brand name, ‘Fémme’ – an elegant allusion to female sensuality – looks to shift perceptions of menstruation from patronising to positive; from conservatively traditional to boldly symbolic of contemporary female identity.