Pink Hygiene is an iconic Australian feminine hygiene brand and market leader. It has strong brand awareness through their pink trucks and Volkswagen ‘bugs’ seen all over the country. The colour pink is synonymous with the brand while the pink livery acts as mobile billboards. In May 2013 Pink joined forces with their parent company, Initial – the aim being to extend the business beyond feminine hygiene. This fusion of local knowledge and global expertise brings a hygiene powerhouse to Australia. Through Pink Initial they aim to raise the standards of hygiene in Australian businesses in order to protect their staff, customers and reputation. This approach assists in establishing good hygiene practice, creating a healthier, more productive environment for everyone.

Tweak developed a transitional strategy that maintains brand recognition whilst leveraging Initial’s global clout as ‘The Experts in Hygiene’. Bringing each companies logo’s together symbolised their union. The new logo lock up helps consumers still connect with the Pink brand while introducing the new Initial brand. The new Pink Initial brand identity was applied across logo, stationery, trade/consumer material and website. In addition to this, an online and mail out campaign was developed.