Seventh Generation Reaches Beyond Organic Audience

For 27 years, Seventh Generation has been creating plant-based solutions for home and family. However, for its feminine care line, the emphasis had been centered around the organic nature of the products. To underscore the chlorine-free, fragrance-free and dye-free benefits of its organic cotton tampons, pads and pantiliners and reach beyond a niche, organic shopping audience, the company needed a new approach.


With a revamped website, a kitschy funny “Vajingle” from Maya Rudolph, and redesigned packaging from New York City-based branding agency Beardwood&Co, Seventh Generation now reaches a more mainstream audience with an option that women overall can feel good about.