THINX Packaging Strikes At Taboos

Founder Miki Agrawal of THINX is trying to break taboos about the female body in general, and periods in particular. THINX primary product offering is a line of stylish, reusable underwear that acts as full or backup protection during menstruation.


Packaging for its newest product, an organic tampon, fits into the goal of demystifying body parts and functions. Graphics feature an illustrated vagina front and center on a plastic sheath that goes over a thin red and white package. When the consumer slides the plastic upward to open the box, the image of a tampon appears, thus mimicking the motion of inserting or removing the tampon.