Canesten
This project began as a response to a brand challenge from Canesten: to break the taboo surrounding female intimate health and reposition the brand as an empowering expert rather than just an “infection treatment” solution .
Through research, we uncovered deep-rooted cultural and social stigmas that prevent open conversation on women’s intimate health. These barriers revealed a key insight although women actively seek effective solutions, discomfort in even naming or discussing their bodies stops them from accessing proper care.
Changing The Narrative
From this insight, we developed the campaign concept La Flora Vaginale, reframing vaginal health through the metaphor of a garden . Just as gardens require consistent care, balance, and attention, so does the body.
By connecting the scientific term “vaginal flora” to the familiar idea of plant ecosystems, the campaign introduces a more approachable, normalized way to understand intimate health. This metaphor allowed us to blend medical accuracy with emotional relatability, shifting the narrative from secrecy to everyday care.
Rebrand
While the original branding was medical and sterile, this campaign was designed to create comfort, confidence, and ongoing engagement by pairing clear medical education with soft, accessible language .
Targeting primarily women in their 20s, while also reaching a broader audience of women 18–60, it taps into “big sister” advice culture, encouraging open dialogue across generations. Visually, the identity draws from natural tones, botanical illustrations, and refined typography to reinforce the garden analogy while maintaining credibility and warmth.
The Result
Finally, the concept was brought to life through a multi-channel ecosystem including social media education, a dedicated microsite, traveling pop-up experiences, OOH placements, and redesigned product packaging . Instagram carousels break down conditions like yeast infections and BV, while pop-ups and environmental activations create real-world touchpoints for conversation.
Together, these executions transform Canesten into a proactive, supportive partner normalizing intimate health and empowering individuals to care for their bodies without shame.
