Under There Wear

Conceptual identity and packaging for a range of sanitary protection and feminine hygiene products.

Conceived to disrupt the ‘problem solving’ sector norms and challenge the pervading tone of ‘discretion’ within the category. UTW seeks to re-present sanpro as more of a lifestyle accessory.

Based around the brand idea that tampons and towels are a more intimate form of underwear, the identity borrows cues from parallel cosmetics and broader fashion categories.

As a consistent feature across the range, the drawstring pouch format becomes an integral part of the brand identity and as such an additional brand asset.

The brand has its own distinctive language, utilising variations of the core brand name to take ownership of the product offer across the range.

  • Client - Afterhours Play
  • Job - Under There Wear
  • What we did - product concept, naming, identity, structural packaging concept, graphics
  • Award - Silver Pentaward
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