Comfort Zone for women on period
Rebranding that feels like a hug
The Libresse brand was going through rebranding to Libretta in Russia, and the challenge was to show that the new name represented a new philosophy — one centred on supporting and caring for women every day of their cycle.
I led the creative concept, originating the idea of a “comfort period room” and shaping the entire experience. Alongside this, I worked as copywriter, crafting the messaging for every detail — from masks and blankets to the photo zone and welcome kits. I defined the tone of voice and ensured each touchpoint carried the same sense of care, warmth and light-hearted irony that reflects Libretta’s new positioning.
I came up with the idea of creating a dedicated hotel room – a true "comfort zone" where women could spend those days in peace and ease.
The Libretta room became a space for a "date with yourself". We filled it with everything a woman might need: soft robes, hot water bottles and cocoa, a hand-picked line-up of films and series, plus access to the hotel spa with massages and beauty treatments. Each guest received a welcome kit from the brand. In doing so, Libretta turned marketing into an act of genuine care and gave women the chance to quite literally experience the brand’s philosophy.
The Libretta room became a space for a "date with yourself". We filled it with everything a woman might need: soft robes, hot water bottles and cocoa, a hand-picked line-up of films and series, plus access to the hotel spa with massages and beauty treatments. Each guest received a welcome kit from the brand. In doing so, Libretta turned marketing into an act of genuine care and gave women the chance to quite literally experience the brand’s philosophy.
CHALLENGE
MY ROLE
SOLUTION
