betty is a new lifestyle and femcare company that seeks to break down barriers and help girls navigate the growing-up years in a fun and fuss-free way. The company worked with branding agency Straight Forward Design (straightforward.design) for eye-catching packaging, brand guidelines and educational materials.

betty’s parent company, It’s a Monthly Thing (an adult feminine care supplier), saw an opportunity to empower young girls and dismantle the taboo surrounding puberty with dedicated products and a subscription service. Research revealed that many girls were wearing bulky adult brands, so betty was created for 8- to 16-year-olds with the aim of helping them find the right product and fit for them.

The aim was to create a positive packaging and communications strategy that reassures girls about the practicalities of periods, the social and personal implications and the physical and emotional developments.

A two-tier approach to on-pack communications started with the outside, which speaks to moms at point of purchase, with information about size, fit, the natural materials and packaging. Next, inside the messaging is bright, fun and appeals directly to girls. Every product has its own instantly recognizable geometric pattern and vibrant colorway to help girls navigate the range.