BINTI BOX

Intro

Binti Box provides sustainable locally made menstrual health products to support and empower underprivileged females of Kenya. The project was developed by Wezesha Binti Foundation with a goal to promote proper menstrual health management and hygiene, and fight menstrual stigma. The process created a strong connection between women who make, and girls/women who use the pads. Also, the program connected Kenya with American companies to collaborate, and fund this valuable and beneficial project.

Services: Visual identity, verbal identity, packaging design, brand guidelines, sticker set design, print and digital.

Process

After thorough research into Kenya’s economic and cultural landscape, we understood the pivotal role education plays in shaping confidence and fulfillment among Kenyan women. The primary barrier is that many are often deprived of education due to a lack of menstrual care products. This is why our solution emphasizes four key points:

Rational – Positioning the Binti box as an essential tool in the lives of underprivileged females, allowing them to pursue their ambitions without interruptions.

Emotional – Adopting a hopeful and uplifting tone of voice that stems from deep empathy and understanding, with "empowerment" as the focal message.

Visual – Crafting a cohesive and recognizable design system that is relevant, relatable, and appealing both locally and internationally.

Messaging – Conveying information in a straightforward yet inspirational manner, empowering menstruators to challenge taboos and stigmas related to periods in their community. This messaging also assures them that they have allies who are proud of and support them.

Brand Identity

"No drop can stop me" becomes a powerful statement that anchors the communication platform on carefully selected pillars: Empowerment, Education, Femininity, Sustainability, and Global Reach. Its purpose is to inspire, influence, and encourage menstruators to live proudly, determinedly, and sustainably. The main goal was to assign Binti Box two equally important roles to support positioning the brand as fearless, yet caring. From the outside, it was an eye-catching, colorful invitation to become a part of a global female tribe, fostering a strong sense of connection and acceptance. From the inside, it aimed to create a more intimate, safe, and gentle space every menstruator can call her own, wishing to keep the box for many years to come.

Design System

The design is warm, optimistic, and inclusive. The letters are custom-made, bold, yet with a rounded and feminine touch. While pink and purple colors were carried over from the original project, we refreshed them during the rebranding process and introduced additional hues to honor the African heritage of vibrant colors and patterns.

For the visual identity, the profound purpose of Binti Box presented a unique opportunity to seamlessly merge the product's aspiration and mission in a playful yet impactful manner. The design centers around the T-shaped pad. The letter 'T' is elevated above the grid, creating a sense of uplifting momentum. This inspired us to take it a step further by introducing a set of female characters that would complement both the visual and verbal identity. These T-pad shaped faces were paired with powerful testimonials that convey confidence, freedom, and comfort. With the logo serving as the foundation for these characters, it charted the right course for communication, enabling the brand to truly come alive and resonate with its audience.

Verbal Identity

As we cater to women who primarily reside in rural parts of the country, our tone of voice needed to be down-to-earth, simplified, yet direct and uplifting.

Communication goals were directed in three ways:

- Encourage the use of personal care products.

- Empower the woman within, ready to rise.

- Strengthen the sense of community connection.

It was crucial to instill in them a robust sense of self and a feeling of belonging to a broader community. We aimed to dispel the shame associated with menstruation and assure them that the future is theirs to embrace. In addition to the inner pack copy, we also designed special stickers to underscore the dignity menstruators should feel.

Sticker Set

We designed a sticker set to emphasize that menstruation is a natural process. Through a playful approach, we aimed to encourage underprivileged Kenyan women to embrace their bodies and, just as crucially, to communicate this acceptance to those around them. We intentionally deviated slightly from the style established by the logo and box design. This was to give it a more down-to-earth feel, ensuring that the women of Kenya could relate to and be inspired by it in their daily lives.