Afterhours – Under there wear Identity & Packaging
“Concept identity and packaging for a range of sanitary protection and intimate 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 san-pro 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 integralpart 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.”
CREDIT
- Agency/Creative: Afterhours
- Article Title: Sanitary Protection and Intimate Hygiene Under There Wear Identity and Packaging
- Project Type: Packaging
- Agency/Creative Country: United Kingdom
- Market Region: Europe
- Format: Bottle, Pouch
- Industry: Health Care
