Logo redesign, introducing a new primary color palette and a more modern typography.
Packaging is redesigned with a simpler, cleaner appearance and a cylindrical container to stand out on the shelves, match the shape of the product itself, and drop the gendered branding.
The individual packaging is simplified, trading flowery and stereotypically feminine designs for a non-gendered, simple two-tone representation of both the tampon size and the flow level it works for.
The Tampax bag offers stylish, rechargeable heating to offer subtle support for people experiencing cramps while out and about. It can be worn above or below clothing and features a pocket for storing tampons themselves for easy access.
A heated blanket with five heat settings, color coordinated with the brand colors associated with flow levels.
A tea bag set curated with teas and herbs known to have soothing effects on period cramps.
Miniature vending machines placed in the women's and gender-neutral bathrooms, filled with emergency period items like tampons of all sizes, pads, spare underwear, and over-the-counter pain meds.
In-store display.
Description
Problem: Tampax has a problem common in the feminine hygiene industry--all of the packaging not only looks the same but is also incredibly outdated. Worse than that, it remains targeted solely at people who identify as women, despite the amount of people that identify otherwise that still use tampons.
Solution: Modernize Tampax's design through a rebrand to make it stand out in an aisle saturated with old designs and even older stereotypes.
This student campaign titled 'Tampax, Modernized' was published in United States in May, 2026. It was created for the brand: Tampax, by ad school: S.I. Newhouse School of Public Communications. This Design medium campaign is related to the Health industry and contains 9 media assets. It was submitted about 19 hours ago by Art Director: Delaney Meyers of S.I. Newhouse School of Public Communications.
Credits
School: S.I. Newhouse School of Public Communications
Art Director: Delaney Meyers
Art Director: Tara Dao
Instructor: Mel White
