A New Pattern of Thinking for Rwandan Girls

SHE (Sustainable Health Enterprises) is a social venture that manufactures affordable menstrual pads out of banana fiber so that young women in Rwanda can more confidently stay in school or work and not lose out on time learning or generating income.

Working with SHE to understand the demographics in Rwanda, koolgirlposse developed the visual branding for go! sanitary pads. The bright, upbeat graphics reflect SHE’s mission to empower females to think positively and openly about menstruation, compared to existing competitor brands that treat the natural monthly cycle in a negative light. Several rounds of focus-testing with Rwandan school girls helped us to understand cultural preferences.

We harnessed the bright complementary color palettes inspired by textiles worn in East Africa. Dynamic background patterns for the packaging are a nod to imigongo patterns which are traditionally designed by Rwandan women to adorn walls.

The graphic packaging system is intended to accommodate future SKUs through the visual coding via pattern and colors. Energetic and dynamic, go! pads’ branding and packaging accommodates bi-lingual instructions in both Kinyarwandan and English.