VISUAL IDENTITY AND PACKAGING DESIGN

I led the the Thinx team in transforming our tween subbrand Thinx (BTWN) into Thinx Teens in preparation for the brand’s relaunch on DTC and debut across mass market retailers (Target, Amazon, Walmart).

We developed a bold and energetic new visual language, inspired by the multifaceted emotional experience of growing up, and built a brand that felt like a cool big sister who could make even the tough stuff (like getting your first period) feel the a little easier and like a little less of a big deal.