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.