PAULA FALAVIGNA
creative director

Reposition Depend to drive relevance and loyalty among consumers 45+ with moderate to heavy bladder leaks and modernizing the brand to overcome stigma and better meet both emotional and functional needs. To refresh the visual identity, clearly differentiate product tiers, improve shelf navigation, and convey a stronger value proposition, ensuring Depend stood out as the modern, premium choice for confident protection.

RESULTS

Depend’s refreshed identity shifted perception from clinical and outdated to modern and empowering — gaining cultural relevance with moments like a feature on Jimmy Kimmel Live. On shelf, color clearly defined tiers, while unified branding strengthened recognition. Packaging introduced a more premium aesthetic with a fresher teal, simplified dark logo, and matte finishes. Model imagery and simplified architecture improved shoppability, showcasing real body types to build confidence, communicate fit, and reinforce protection.