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Wellness was the word on everyone’s lips but for some reason, periods were excluded from the conversation. Kali, an all-organic period hygiene product, wanted to own this space and insert themselves into the market as a vital part of a woman’s wellness journey. Because they were, with custom period packs designed to make periods an opportunity for self-care. To help make this possible, we positioned Kali as a brand that helps “Bring Wellness Full Cycle.” Using a series of images and videos of women captured in slice-of-life moments inspired by insightful nuances, we established Kali as a brand that all women could relate to. The campaign, in stark contrast with typical images associated with period wellness, made Kali a formidable brand in menstrual talk.


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