This new tampon brand hopes to empower women in China

Pearlfisher has created a “stylish and discreet” design for Fémme, a new Chinese tampon brand which hopes to educate women about sanitary products and periods.


Consultancy Pearlfisher has created the visual identity and packaging for a new tampon brand which looks to empower women in China.

Fémme is a new product from Chinese company Yoai, which aims to increase the presence of and education about tampons in China, and change a “patronising” tone around tampons to associations with “confidence and positivity”.

2% of Chinese women use tampons

Recent research found that only 2% of women in China use tampons, with the majority citing the reason as inexperience with the product.

The new brand aims to shift shake conservative, traditional associations with feminine hygiene care in China, says Pearlfisher creative director Natalie Chung, through a “stylish and discreet” design.

Chinese characters used in branding

The logo is composed of a Chinese character symbolising womanhood encased within a circle, all created in a “bold” red, a colour which symbolises “positivity and good fortune” in China, says the consultancy.

A simple, sans-serif wordmark has been used, which aims to “elevate the product from basic pharmacy to high-end premium”, says Chung.

The packaging also aims to be “elegant” through embossing, the use of a foil logo and card inserts of line-drawn female forms which replicate Chinese characters.

Pastel colour code

Packs use a pastel colour scheme of blue, pink and green to indicate different product sizes, and there is educational information included on the back which aims to “dispel cultural misconceptions” and teach women how to use tampons.

Victoria Li at Yoai says the new brand identity is “based on a modern interpretation of Chinese values” rather than something “overtly westernised”, and hopes the product will help to “liberate” and offer more choice to women in China.

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