The brief: We want you to take the supermarket’s most shocking packaging designs and turn them into something you’d be proud to put in your trolley. Craft bold and beautiful graphics. Change people’s minds about your product. This is your opportunity to end the autopilot in our supermarket aisles.
My response: I have decided to create a period product brand called Bleedin Hell. When out shopping, I noticed that many supermarkets supplied period brands that looked very similar. The names such as ‘Always’ and ‘Body Form’ did not depict any realness of the pain of periods. The packaging was dark, often floral and discreet. With recent adverts of period pads absorbing blue blood, I thought there is still shame regarding periods. Bleedin Hell is directed at teens and young adults. The brand understands the pain of periods and aims to remove period shame.
My brand is vegan, organic, chemical free, has fully recyclable packaging and has water-soluble tampon and pad wrappers. The brand empowers people not to feel embarrassed regarding periods.
The reusable box: This box is for neatly storing period items. I used Adobe Aero to place the boxes on a shop shelf and in a drawer to bring the packaging into the real world. I created a range of colours for the boxes so that the customer has more choice regarding their personal taste.
Tampon packaging: Range of sizes from light to ultra. I created a blood scale on the front to the side of the box. This is instead of the general blood drops to show tampon absorbent levels and size.
Pad packaging: A range of sizes from pantie liners to night winged pads.I placed the blood scale onto the pad drawing on the box. It would be clearer to the buyer that this is a different product if the pads were placed next to the tampon box on a shop shelf.
Website and Instagram feed: On the website a customer can order a monthly subscription or a one off purchase of Bleedin Hell products. They can choose a reusable box, then fill it with products of their choice. Action Aid Period Poverty is my brand’s chosen charity. Each product sold gives 40p to the charity. This is written on the website and tampon packaging so it is clear to the customer. The Instagram feed really captures the brand’s tone of voice and colour palette. Customers can also head to the website via the link on the Instagram account.
