Core77 Design Awards
- Other Years
An identity and packaging kit based on a hypothetical feminine products company. The seven-part kit personifies the four queens in a deck of cards and are used as emblems to inspire and support young women experiencing a menstrual cycle for the first time. The packaged items consist of sanitary pads, underwear, a dark chocolate bar, ibuprofen tablets, a blanket, heating patches for menstrual cramps, and a "deck" of cards, or suit of clubs, that serve to educate younger girls about their periods. The four symbols that make up the queen's identity are assigned a specific character trait that takes on a metaphorical meaning and relates back to the item being packaged. Clubs represent a desire for knowledge (i.e. the "deck" of cards), hearts symbolize love and warmth (i.e. the blanket and heating patches), diamonds are used for strength (i.e. the dark chocolate bar and ibuprofen tablets), and spades for spunk and confidence (i.e. the sanitary pads and underwear). When combined, the queens and their objects allow younger women to feel comfortable with their changing bodies and gain the power to take on anything life throws at them.
The overall packaging system incorporates a myriad of paper weights and treatments while highlighting the different structures each item is packaged in. Structures include labels, sticker adhesives, belly bands, wraps, and transparency packaging. The imagery mainly focuses on the illustrated queens and their symbols and takes on a geometric style to remain playful and appeal to a younger audience. A simplified color scheme of red, blue, white, and black allow for consistency and continuity among the seven packages.