The brand aims to educate young girls aged 11-16 years old about the importance of taking care of their vaginal health.

The reproductive system is an important part of women’s health, but a lack of open conversation creates a sense of embarrassment for women when it comes to addressing their health issues. Social stigma in women’s health means that common female health issues are being ignored due to inadequate education. Health classes don’t always cover all the important topics when it comes to understanding women’s anatomy.

A report by Thinx in 2020 said 76% of students surveyed believed they were ‘taught more about the biology of a frog than the biology of the female body’ in school.

Although there is some education in schools, there is still a lot missing, as health classes don’t always cover all the important topics when it comes to understanding women’s anatomy. Vaginal health is an important part of every woman’s overall well-being. Due to lack of information, some women hide their vaginal problems, and they don’t consult a doctor which makes it worse in the long run.

Vaginal symptoms such as irritation, intense itchiness, redness, odour, and infections are very common. These are caused by bacterial, fungal, or viral overgrowth and imbalances. For example, vaginal itching is so common that women experience it more often than the common cold, in fact, 61% of women experience itchiness 17 times a year.

A combination of ‘vagina’ and ‘pants’ was used to create the brand ‘Vants’, and in addition to this, an outline of the simplified anatomy of the vulva and the vagina area as the logo. This is because 45% of women could not label the vagina. The logo therefore represents a strong, unique, and powerful message.

Young girls ages 11-16 years were chosen as the target market because bacterial vaginosis, one of the common causes of vaginal odour, affects 15% to 50% of women of reproductive age. The reproductive age of women is 15-49 years. In addition, about 6 months to 1 year before a girl gets her first period, her body may start to make vaginal discharge and the average age for puberty to start in girls is 11.

Creating an underwear brand was the best way to educate young girls about the importance of taking care of their vaginal health at an early age because fashionable underwear can sometimes cause a few problems when it comes to feminine hygiene. Overly tight-fitting underwear can restrict the flow of air and synthetic materials such as nylon or polyester are one of the contributing factors to vaginal itching. The chemicals hidden in man-made fabrics can lead to irritation and rashes as the vulva skin is very sensitive. Therefore, the underwear being produced from bamboo fabric, which is breathable, soft, and comfortable, can absorb any extra moisture such as vaginal discharge and sweat and allow the vagina and vulva area to breathe.

The typography on the packaging and the prevention tips use a combination of geometry, calligraphy, and simple typefaces to emphasise on the boldness and the energy of the brand. The watercolour backgrounds used on the package and the prevention tips look similar to the texture of the lining of the vagina, but they also maintain a subtle and exciting look.

18 pairs of pants consisting of 7 pairs of daytime, 7 pairs of night-time and 4 pairs of sport-wear pants. This is to avoid build-up of bacteria, odour and prevent yeast infection. The target market is split into 2 groups; 11-13 years and 13-16 years to ensure that the prevention tips are relevant for each age group. 4 storage bins are also included in the package to preserve the materials and extend their lifespan.