Creative Director : Morgan Sterns
VP Creative & Brand : Andrea McCulloch
Photography : Molly Matalon
DP : Melinda James
The period care category has grown significantly since Cora launched in 2016–but stigma, shame and taboo around menstruation is still ever present. The period aisle seems trapped in time, filled with outdated branding, overly feminized packaging, and products with unhealthy ingredients.
For a multitude of reasons—business, consumer, and strategic—Cora underwent a full-scale repositioning and rebrand grounded in physical and emotional comfort, self acceptance, inclusivity, and self care. We sought to evolve the brand identity to normalize, destigmatize and humanize the period experience and how it shows up to consumers. Our aim was to modernize the brand, while also modernizing the category. The Cora internal team led the holistic rebrand from concept to completion.