Cora

The feminine care category, valued at $6 billion, has long been shaped by stigma and outdated symbolism. Cora entered with a different premise: feminine care should be a source of pride, not shame.

As it prepared to hit mass-market shelves—Target, CVS, and beyond—Cora had already emerged as a breakout in the premium segment. It led its category among women willing to pay more for organic ingredients, social impact, and a company with conviction. But Founder and Chief Brand Officer Molly Hayward wanted to go further. She aimed to turn Cora’s values into market power.

Cora was never just about tampons. It was built to challenge the language, codes, and euphemisms that have long defined womanhood in retail. Its products weren’t just functional; they were cultural statements. But the existing brand expression didn’t fully support the premium it commanded. It signaled “natural” but not power.

Together, we asked: What does modern female power look like on a box, and how does that power earn its price? That question drove everything. The brand voice became more direct. The packaging more declarative. Every element was rethought to reflect clarity, confidence, and elevated self-regard.

We made this perspective our creative foundation, expanding the brand around the premium value of conviction. We wrote a brand manifesto and placed it on every box, allowing Cora’s point of view to speak across its entire product suite—tampons, liners, nipple balm, and bladder care—regardless of size or format.

In an era where brand values drive purchasing decisions, this became Cora’s competitive edge. A living commitment, visible at every point of purchase, spoke directly to the 70% of Millennial customers who buy based on belief.

We carried this idea across every detail: simplifying ingredient lists, highlighting global impact, and emphasizing sustainability. Finally, we restructured the product navigation system. We replaced outdated absorbency codes with intuitive, modern language. The result was a more confident, scannable system that justified the premium in both content and form.

This solution aimed to do more than mature the brand for national distribution and competition. It aimed to make Cora’s difference visible and its premium positioning inevitable. It gave the company the symbolic and systemic foundation to lead not just on product quality, but on ethics.