CALLALY FEMCARE BRANDING
DESIGN BRIDGE
designbridge.com
Design Bridge has worked with organic
period product brand Callaly on its new
customisable, subscription-based and
sustainable offer, creating the strategy
and visual identity across products
and digital platforms, including a suite
of animated icons. The look aims to
eschew feminine hygiene stereotypes
and uses a discreet, minimal look
for external packaging, offset by the
brand’s new bright popping colours and
contemporary graphic style to align it
more with beauty and lifestyle brands.
Design Bridge created a typeface that
matches the brand’s conversational tone
of voice. “We’ve moved away from the
traditional girly, pretty pink flower
patterns or plain white ‘design’ of the
category to something much bolder,
more graphical, and that better reflects
today’s consumers,” says Design Bridge
creative director Chloé Templeman. The
structural packaging system reflects the
brand’s Certified B Corporation
sustainability status, using completely
recyclable postage packs and compostable
or biodegradable product wrappers.