Swing sanitary napkin

Identity and packaging for Swing, a sanitary napkin range from KKrowten, sold under their Empersonal line. Wordmark, pack system, dielines and the launch visuals.

The mark is made by letting the dot of the i grow into a butterfly whose wings are also leaves. It is one move, and it does the work of the whole brief: the category wants lightness and movement, the product claims a natural absorbent, and a butterfly is the one form that carries both without a euphemism. The rest of the wordmark is kept thin and open so the mark is the only thing with weight in it.

The range runs to three, daily, night and panty liner, and they are told apart by colour alone: green, orange, teal. Same lockup, same layout, same dieline structure, so the shelf reads as one product with three uses rather than three products. The packs were drawn as flat dielines with the measurements on them, because a pack that is not resolved at that stage is not a design yet, whatever it looks like in a render.