A confident brand positioning for an innovative category form.
Looking to evolve and grow into new segments, the first hurdle in redesigning VCF was reimagining what it stood for, besides an innovative contraceptive form. GGB’s copywriters assigned the acronym new meaning that captures the new cultural landscape—Very Cool Female. Starting from a completely revamped copy platform, GGB’s designers were careful to retain the integrity and consumer recognition of the brand while also evolving it for a more contemporary woman. The woman on the pack went from outdated and literal to cool and figurative—a symbol for every woman to identify with regardless of race or body type.