Thinx re.t.a
Better Period, Better Planet
CPG / Women’s Health
Category
Packaging, Information Design
Services
Brand Purpose
THINX is rethinking feminine care through the lens of sustainability. With a lot of wit and personality, they continue to work to make women feel seen while breaking the stigma around periods. While they are most notable for their reusable period panties, their new product is an FDA-cleared reusable tampon applicator (re.t.a).
Project
We created brand packaging for this re.t.a that felt luxurious but also empowered customers by re-contextualizing the story of sustainability.
Strategy
We focused on driving home the intention to move from single-use to reuse culture by inviting the consumer to understand firsthand how to make a change with one choice. We explored a range of materials and colors that evoked a fresh cosmetic line to re-imagine the experience of feminine care. We used clean graphics to educate and elevate the packaging and excite women about doing something good for themselves and the planet.
Audience Need
Women have a lot to consider with their bodies and their health day to day and month to month. We wanted to uncomplicate the process of choosing feminine care by helping women understand the impact of THINX’s product for not only themselves, but for the whole planet. We wanted our design to leave women feeling good about their bodies and their choices.
