Client:
Kotex Evolution, Kimberly Clark
Country:
Task:
Innovation and Attitude in Every Detail: Internal Communication Kit and Launch Identity for Kotex Evolution
For the regional rollout of the Kotex Evolution line across Latin America, Imaginity conceptualized and designed an innovative system of internal communication materials and brand activation tools. The project transformed a traditional corporate presentation into a tactile, fashion-forward brand experience, effectively conveying the cutting-edge, modern, and empowered feminine identity that redefines the personal care category.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Handbag-Inspired Die-Cut Folder: Designed a custom corporate container featuring a unique die-cut silhouette that mimics a sleek handbag, breaking away from standard presentation formats.
- High-Impact Color Palette: Utilized Kotex's iconic chromatic combination to create a bold, sophisticated, and high-contrast visual statement.
- Premium Finishes & Tactile Textures: Incorporated spot varnish treatments and high-grammage stocks across printed pieces, elevating quality perception and creating a collectible kit.
- Dynamic Editorial Layout: Structured internal content using contemporary typography and dynamic grids that streamline reading while highlighting product differentiators.
- Integrated Multi-Piece System: Designed a cohesive system where every printed component and unfoldable insert invites the audience to discover the line's key innovation pillars.
The Challenge
Ahead of the regional Latin American launch of Kotex Evolution, Kimberly-Clark needed to communicate a category paradigm shift surrounding femininity, protection, and style. The initiative required going beyond a typical corporate deck; the brand needed an impactful, high-touch communication tool that could establish a strong connection through a memorable physical experience.
Our Design Process
Starting from a strategic brief, Imaginity initiated a design process centered on sensory brand experience, brand activation, and editorial design:
- Structural Conceptualization: We translated the brand's forward-thinking vision into a handbag-shaped folder, immediately anchoring the tool in modern fashion accessories.
- Editorial Architecture & Visual Narrative: We developed a structured layout utilizing modern typography, bold product photography, and clear messaging hierarchy to communicate protection, style, and technical innovation.
- Material & Finish Selection: We selected high-weight paperboards and specialized materials, pairing them with selective spot UV varnishes to deliver a premium tactile experience.
- Print Production Oversight: We applied precise prepress and print supervision to ensure seamless die-cutting, crisp color fidelity, and structural integrity across all kit components.
The Outcome
Our work successfully transformed a regional internal launch into an immersive, motivating brand experience. The kit acted as a catalyst for brand engagement that exceeded standard corporate communication expectations, inspiring internal Kimberly-Clark teams across the region and unifying them under a single modern visual narrative.
Imaginity is a global packaging design agency specializing in consumer packaged goods (CPG), partnering with leading personal care, FMCG, and global enterprise brands across Latin America and international markets. Combining strategic branding, visual identity, brand activation, and print communication expertise, our agency crafts high-impact visual storytelling across our portfolio to elevate brand perception.
