London, September 2020: As part of a major brand overhaul, developed in collaboration with global agency Bulletproof, TENA underwent a taboo-busting repositioning exercise that shrugs off the outdated notion that incontinence should be embarrassing, or stop you living the life you want. Bulletproof were appointed to work with TENA in 2016.

Essity approached Bulletproof to build a distinctive Global Master Design for TENA that would support its ambitious growth plans. This was to be achieved through a stronger Masterbrand identity and packaging expression that unifies the vast array of products targeting specific audiences, securing TENA as global market and innovation leader.

Bulletproof comments “The purpose in the world was clear to TENA; a desire to improve the lives of people with incontinence through better performing products. Yet, its identity and packaging did not capture this sentiment. Our approach was to seek a balance between the emotional along with the more functional information.

“TENA needed to stretch its appeal to suit customers and consumers alike. Our task was to create a more visually consistent brand identity across its comprehensive product portfolio; drive impact and recognition at shelf; and to build leadership equity.

“Once we got under the skin of TENA, we realised that there was also a need to create order and structure to the global inconsistencies within the brand that had emerged over time. We ensured current ranges were consistent, but also that any future launches could easily fit into the brand’s vision.

“At the heart of the new strategy was a simple but powerful idea: TENA could, and should, be about more than just solving a medical problem. For anyone who feels embarrassed by their incontinence, it could also be liberating – empowering, even.

“With all this in mind, we landed on a design concept of ‘Reassuring Performance’ that research identified delivered modern, engaging, clear and enhanced expertise attributes.

“In a game-changing approach for the sector, we turned the usual ‘clinical’ approach to the brand’s look on its head. In its place an empowering visual language that de-stigmatises incontinence, and in the case of its TENA Silhouette range, boldly takes its cues from the world of lingerie.

“When it came to the brand identity, we wanted to fully capture the sentiment of liberation via the interlocking, flowing lines of our blue holding shape, through to the eye shape of the brandmark which communicates expertise and reassurance. Placing the branding top and centre surrounded by TENA blue on every single pack helps to create portfolio consistency and instant recognition at shelf.

“With the Global Master Design established across the comprehensive portfolio, we were then able to implement the new design far beyond pack; looking at e-commerce packs, full brand and packaging guidelines, as well as a launch video.”

The new brand identity is being gradually rolled out globally across the portfolio in both retail and B2B channels.

Meta Redstedt, Global Master Brand & Communication Director and Jenny Törnkrantz, Global Master Brand & Design Director at Essity said:

“Since the launch of our new brand identity across numerous product innovations, the results have spoken volumes; not just in terms of an uplift in sales figures, but also the emotional response that people have had to our range, according to global research. Read that again: an emotional response, to an incontinence product. We’ve gone from a brand you can trust to a brand you can potentially also love.” says Meta Redstedt, Global Master Brand & Communication Director, heading up the global brand communication team.

“Super excited we have a strong brand identity that will help many find TENA and enjoy a better everyday-life. Leading our design journey has been fun, and sometimes challenging due to high complexity and the very big passionate global project team. Bulletproof is a true design partner; professional, strategic, creative and caring. I love working with them. It is one of the best agencies I have worked with during my many years in global marketing.” says Jenny Törnkrantz, Global Master Brand & Design Director, driving the global roll out across the portfolio.