Puffin
The answer the brief did not choose, resolved to the same standard
as the one it did.
Same product.
Different answer
to the same question.
Puffin Tampons is a premium feminine hygiene product under Marvel Core Tree — manufactured in Europe, certified free of thirteen categories of additives and irritants. The brief was to reposition the packaging from a cold, clinical aesthetic toward something that communicated comfort and confidence to the end user.
Two concepts were developed in parallel to give the client a genuine creative choice — not variations on a theme, but two distinct strategic positions. Concept A interpreted the brief through nature, rest, and warmth. Concept B interpreted the same brief through body, movement, and confidence. Both are legitimate answers. They simply ask different questions of the woman picking up the box.
Clinical packaging
for a product that
deserved confidence
The existing Puffin tampon packaging communicated medical-grade function at the expense of any emotional register. It was white, text- heavy, and flat — a packaging language inherited from pharmaceutical design that positioned the product alongside healthcare commodities rather than personal care choices.
The strategic question this concept answered differently from Concept A was: what does confidence look like for a woman using this product? Concept A answered with rest — the absence of worry. Concept B answered with movement — the presence of capability. A body mid-stretch, fully extended, demonstrating that the product disappears into an active life rather than interrupting it.
The white ground was a deliberate retention — not a failure to depart from the original. White in this context communicates cleanliness, transparency, and the brand’s certified-free formulation claims. The illustration does the emotional work; the ground does the trust work.
I help institutional and growth-stage companies build brand systems that close the gap between what they deliver and how they’re perceived.
