Brand / PACKAGING / ART DIRECTION

Proctor & Gamble has been a household name in the fem-care sector for decades. However, shifting buyer habits led this legacy brand to reconsider it’s existing design formula. With this new mindset, P&G approached Office with the opportunity to refresh their natural feminine-hygiene line from the ground up.

Our objective was clear — develop a packaging line that could rival the design-forward ethos of upstart brands. We began by streamlining the product messaging into its most succinct form, which provided us with the real estate necessary to give design center stage.

With a focus on artful approachability, we collaborated with illustrator Tom Abbiss Smith to create a unique illustration for each SKU in the product line. The visual language draws inspiration from nature, marrying textural elements with plant forms to create a distinctive handcrafted aesthetic. The outcome? A visually striking design that stands out on shelf and appeals to the millennial shopper’s sensibility.