KIANA VANNEST ABOUT ME

poppy

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The average age for girls to get their period is 12, but some start as early as 8. Despite this, we’ve yet to create a safe space for young girls in this sphere. As a direct response to the lack of red seen in menstrual packaging & advertising, poppy redefines red and menstruation for the youth, helping break cycles of stigma.

The “Bloom Box” starter kit was designed with the user experience at the forefront. The outside emphasizes the boldest brand colors to stand out on shelves, and features messaging about the brand philosophy and ingredients — things parents would be most interested in, as I knew my core audience would not be the ones buying the product.

In contrast, the interior features softer colors and a greeting message that’s more casual & reassuring to create an atmosphere of comfort. This is the point in which my core audience would be interacting with the product. Additionally, The flip-top dieline and the custom tissue paper that would sit atop the products create a “grand reveal” and an opening experience that feels celebratory and gift-like.

During the experimental phrase for brand language, I created 3 taglines that combine floral & empowering language: bloom with confidence, stemmed from strength, and rooted in power. Menstrual products rarely have any text other than the brand name, but I felt this could be an underutilized yet powerful touchpoint for messaging, as products get taken out of their packaging and mixed with other brands all the time.

Patterns are nature-based, connecting back to the brand concept while being broad enough to appeal to a wide range of audience interests and allow room for expansion.

As I expanded my system later on, it was much easier to flex the components into pad and tampon variety packs, expanding on the idea of being able to select patterns based on preference as an opportunity for self expression.

Last but certainly not least, any brand has to be concerned with the /how/, not just the /what/. Since my audience is the driving force behind this project, the campaign is human-focused, which is a deviation from the typically product-focused ads seen in this industry. Choosing a personable route creates the opportunity for connection, embraces diversity in women, and has that “big sister” voice young girls may find comforting during such an uncertain phase of life.






Presentation

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Please enjoy my senior presentation for this project. If the embed isn’t loading, you can access it here.






Process

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During my market research, I found menstrual brands tend to fall in 1 of 2 categories:

1) Typical store shelf (left), that aims to be as nondescript as possible.

2) Ultra-modern, mature, with a medicinal quality (right).




Understanding the target audience was crucial, but what brands are capturing the attention of young girls? They’re certainly not interested in periods. However, there is one industry they can’t get enough of — beauty.




While these brands target adults, they have a few things in common that make it easy to see why the youth is so attracted to them.

1. Bright colors & colorblocking
2. Cute, fun style
3. Interesting typography

Keeping these in mind, I began my brand’s identity, exploring custom typography that feels playful and doodle-like.



Moving onto packaging, I started with the element that had the most constraints — the tampon. I began experimenting with color, quantity, as well as the beginnings of pattern. 



My first pattern approach was the generic “girly” route; hearts, sparkles, and of course, flowers. The pad wrappers allowed me more real estate to see how elements would flex as a system.




But there was a major problem here. These patterns lacked consistency both between each other and with the brand concept. I took a step back and decided incorporating more options with a nature theme would feel more full-circle and appeal to a wider range of girls’ interests.



Once this clicked, the other deliverables happened quickly. It was much easier to analyze what was working thus far, and apply it to new locations, such as the starter kit.





SakuraCon

FOXTROT

©2025

kianalvannest@gmail.com