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Love What You’re Hiding


Design: REGGS
Project Type: Concept
Location: Amsterdam, The Netherlands
Packaging Contents: Sanitary products
Packaging Substrate / Materials: Plastic

Given that the average woman uses about 10,000 sanitary products during her lifetime, it makes sense that Kruidvat wanted to make their product range stand out. Next to tampons, panty liners, sanitary towels the range also includes products for the intimate zone and incontinence.

REGGS was asked to design a new ‘look and feel’ for each different subrange, maintaining a clear overall ‘family outlook’. The design should show that Kruidvat’s Private Label sanitary products are reliable, attractive and feminine. As well as clearly navigate between the various subranges.

Our aim was to empower women and men: ‘Love what you’re Hiding’, turning a dreaded moment into a pleasant experience. Therefore, we created an iconic language with intense cheerful colours, playful illustrations and bold graphics; an appealing look for young and old. The distinctiveness of the product line makes it stand out on shelf, giving it an extra ‘go-to’ factor. While the differences in appearance within the range helps navigate consumers in their quest for their perfect sanitary match.







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