We wanted the interaction with the packaging to echo (as closely as possible) a boutique underwear retail purchase and to create an emotional connection with consumers. As they stand in the incontinence product aisle in a supermarket or pharmacy, full of plastic-bagged diapers and pads, we wanted our product to create a ‘beautiful space’.

Once purchased, the packaging begins a more emotive interaction. The sleeve gently slides off to reveal a light and playful pattern – the response should be a smile. The hinged box reveals the underwear – beautifully folded like a department store garment.