THINX re.t.a
Design Direction, Packaging Design
THINX, a rising brand with a track record of defying conventions in feminine care, addresses the problem of plastic pollution by creating the first FDA-cleared reusable tampon applicator (re.t.a). On a mission to vaporize stigma around menstruation, we set out to make sustainability feel premium. Our packaging extends THINX’s brand identity, with its distinctive wit, to make an entirely new-to-the-world product both accessible and desirable.
Work done while at ThoughtMatter
Designing packaging for re.t.a was an opportunity to reconsider how reusability is communicated. We explored a range of different materials and treatments, ultimately selecting a soft-touch treatment that, when paired with clean, fresh visuals, created a look that’s more reminiscent of stylish cosmetics than health products. The product story literally unfolds from there via an instructional pamphlet with diagrams executed in THINX’s unique illustration style.
Plastic waste is killing the planet. Even worse: much of it is completely unnecessary. THINX’s re.t.a is one of those why-didn’t-someone-think-of-this-sooner products with potential to prevent mountains of waste from ever being created. Creating packaging that gets consumers excited about re.t.a was a tangible way of participating in the larger shift from single-use to reuse culture.
