Tampons Packaging

Type: University South Africa
Semester: 5 (2015)
Skills: Illustrator, Packaging

Task:

– Redesign a packaging of a south african product in one week.

Problem:

In need of a real challenge, I choose to redesign the Ava Secrets tampon’s packaging. Researches online (forums, discussions, reviews) and offline (asking friends and sneaking around stores observing the customer behaviour) has proven that a huge amount of women still have issues buying tampons in public. They consider it as an embarrassing product to buy.

Solution:

I came to following conclusion:

  • Girls often bundle tampons with at least 2 other items that are not embarrassing.
  • 91% of times the packaging is placed upside down on cash out to hide the product image.
    • => Create a product that is not obvious when face down.
  • Girls with tampons in their basket will go to cashier of the same sex if available.
  • Tampons which show “urgent” or similar are bought less.
    • => Don’t write urgent or other embarrassing keywords on it. Keep the face non obtrusive.
  • The packaging is inspected in detail while being on the toilet as a pass time.
    • => Write an appealing text on the back and give a link to the website.
  • The packaging should be quick and painless.

So here is what I came up with:

tampons packaging redesign

tampons packaging redesign

tampons packaging redesign

Facts

– There was a tampon drawn on the face of the old packaging, however, as studies show, girls don’t want others to see what they are buying. So I removed everything obtrusive from the packaging.
– I kept the baroque style which was intended by the original design but made it better. See the logo (left old, right new):

Logo ava tampons packaging redesign

– I reduced the time and effort on opening the package and taking tampons out (top old, bottom new):

ava tampons packaging redesign

– I removed anything that remembers tampons when faced down:

ava tampons packaging redesign

Work Process

  1. Figuring out which product to redesign.
  2. Point out problems.
  3. Make it better.

Study on different packaging styles and opening types:

2015-10-11 17.11.00

Tampon Packaging Redesign skribbles

Decision to stick with a pull out method:

Tampon Packaging Redesign skribbles

Tampon Packaging Redesign skribbles

Get the dimensions of the old packaging:

ava tampons packaging redesign

ava tampons packaging redesign

ava tampons packaging redesign

Build a dummy:

ava tampons packaging redesign

ava tampons packaging redesign

Create a ready to print file:

ava tampons packaging redesign

Go to the printer (always a headache) and finish it.

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