Pink Initial Corporate Identity


Pink Hygiene is an iconic Australian feminine hygiene brand and market leader with strong brand awareness through its network of pink trucks and Volkswagen ‘bugs’. The colour pink is synonymous with the brand while the pink livery acts as amobile billboard. In May 2013, Pink joined forces with its parent company, Initial, to extend the business beyond feminine hygiene. Pink Initial has raised the standards of hygiene in Australian businesses to help them 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 while leveraging Initial’s global clout as ‘The Experts in Hygiene’. Bringing each company’s logo together symbolised the 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.