All elements that create a visual identity, such as logo and theme colors, are like fruits of a tree, so it is important to establish a root and stem of a tree, such as the value, and essence of a brand, before making a visual identity. Spring is a sanitary pad brand that gives 'relaxation' to people. It gives relaxation through high quality, absorption, and comfortable wear of sanitary pads when girls are having menstruation. Springs's customers are Millenials and Gen Z women from the United States, diverse in gender and ethnicity.

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- Millennials and Gen Z dislike the opacity of information

- They buy products after knowing the exact value.

- They use the brand itself as a display of their own values and they value brand experiences.

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Going back to our concept, we daydream while resting. So, I wanted to make Spring's visuals that are relaxing and daydreamy. The brand slogan is 'It's time to rest.' The pads that are available now are too luxurious or angular, but Spring is different because it has soft aesthetics. In order to do this, I had to make the look softer and more dreamy. The 3 words that represent Spring are relaxation, daydream, and organic.