TOM Organic was founded in 2009 by Aimee Marks, a young entrpreneur with a vision to change the way we view feminine hygiene. Come 2015, and many other mainstream brands were cottoning on to the trend of female empowerment and the need for authenticity when it comes to feminine health. It had been over 7 years since TOM Organic was in the world, on the shelf, and the women featured on their packaging had lost their modern appeal. It was time for an updated identity that not only looked the part, but also spoke to today's woman. As part of this rebrand, we also devised an overhaul of the iconography, the information hierarchy and of course, the transformation of the TOM woman for the modern consumer. The minimalist design was a deliberate strategy to contrast against the current visual noise of the supermarket shelf. With respect to existing buyers of TOM, we carried over certain visual cues (such as the colour coding) from the original packaging for the fast nature of this particular aisle.
Role: Art direction, Design & Strategic Development
Brand Strategy: Rob Nudds & Andreea Nemes
Creative Direction: Aimee Marks & Michaela Webb
Design: Talia Josie Heron
Illustrations: Talia Josie Heron
Photography: Nick Dale