Callaly

Callaly is a British start-up company that develops and sells period products under the motto “Reinventing Period Care”. It was founded by gynaecologist Alex Hooi who teamed up with garment technologist Ewa Radziwon to design a new product that – more than 80 years after the first tampon was launched on the market – brings innovation to the industry. The result is the tampliner, a hybrid two-in-one combination of tampon and mini panty liner. The Callaly brand was created based on this product innovation. In addition to tampliners, the company also produces pads and liners made of organic cotton and sells the products directly to customers. Following the guiding principle “Reinventing Period Care”, the brand and the products sold under the brand name should also visually stand out from other period products previously available on the market. The brand’s visual identity also pushes the boundaries of the industry standard packaging, which otherwise looks either neutral and clinical or pretty and feminine. Instead, Callaly uses bold colours in combination with a contemporary-looking graphic style. This makes for attractively packaged products that can easily lie around visibly instead of being hidden deep down inside a bag or the bathroom cabinet. Also specially designed for the brand was a distinctive font, which is based on handwriting and is therefore marked by rounded shapes and soft lines that are also inspired by feminine curves. For direct sales, a delivery box system has been developed that can be flexibly packed according to customer needs. The boxes feature a discreet outer layer for mailing. They unfold when opened and reveal a colourful interior featuring appealingly designed information about the brand and the products, complemented by a reminder to recycle the packaging after use. Inside the boxes, every single product comes in its own compostable or biodegradable packaging, which is produced using a variable printing technique so that no two packs are exactly alike. In combination with a clear visual language and the direct appeal to end customers, this brand has emerged with an image appeal that is self-confident, engaging and open.