The design brief bestowed by ‘U’ By Kotex was to create a range of panty liner packaging which would appeal to their key target demographic which is women aged between 17-24.
The design had to include a on the go ‘purse pack’ and a standard larger on shelf pack. These designs needed to reflect UBK’s image and appeal to its target market.
From research conducted and information provided by UBK staff, I identified three key guiding characteristics that my design had to embody.
Stylish - the target demographic are young ‘hip’ women who choose UBK because they see it as a personable, trendy brand.
Secure - It was discussed by the UBK representatives that girls going through puberty are often unsure of themselves and thus objects or people who are secure in themselves appeal to them.
Cheeky - The design had to be fun, it had to break the taboo which is often associated with panty liner use. It would achieve this by making it something to celebrate through its playful nature.
The purse pack changed multiple times however a snap lock opening and closing mechanism was utilised to reinforce the sense of security the purse pack had. This was done by the use of a closing mechanism similar to that used in current ‘jilla’ mints. The ‘snap’ made by the box as it shuts is reinforcement that the pack is secure and wont break open in the users bag.
The use of emoticons was developed to add a dimension of playfulness to the user experience and to link the product back to social media which is widely used in the target demographic.
As each liner is used, a different ‘smiley’ appears behind it, creating a richer user experience than typical liner boxes.
The purse pack was designed as the little black box that a young, stylish woman would be secure in using. The overall aesthetic of the purse pack was designed to camouflage itself in its intended environment (the bag or purse) whilst still providing a splash of colour and playfulness.
The shelf packs adopted a fairly similar design to that of current UBK liner boxes however the change from having the liners stored from left to right, to being stored front to back, has meant that one size box is now suitable for multiple liner thicknesses.