Startup disruption to Enterprise scaling

From 8-Person Startup to Procter & Gamble

Project Overview

Built and scaled a modern feminine care brand from 0→1, later evolving it within a global CPG system..

Project Type

Branding, Packaging System, Product Design, Retail

Duration

2018 - 2020

My role

Design Lead

Teammate

CEO, Product, Retail, Manufacturing Partners

How an 8-Person Startup Disrupted the Category

When I joined This is L., it was an 8-person team with a clear ambition:
to challenge the norms of traditional feminine care.

As the only designer, I worked directly with the CEO, product team, retail buyers, and manufacturers—leading design across brand, packaging, and retail strategy.

Instead of following category conventions, we intentionally broke them.

The result: a distinctive, modern brand that stood out in a commoditized aisle.

1. Resealable Pouch for Pads

A functional yet elevated packaging system designed for everyday use.
Resealable structure for convenience
Organic visual system to soften a clinical category
Symmetrical design language to create shelf consistency
Balanced usability with a strong, recognizable brand presence.

2. Transparent Tubes for Tampons

A radical departure from traditional opaque packaging.

Clear tubes exposed the product—removing stigma and building trust
Minimal, modern labeling emphasized transparency
Turned a hidden product into something confidently displayed

Redefined how the product is perceived—honest, clean, and approachable.

3. Recyclable Paper Refill Box

Designed for sustainability and system thinking.
Reduced plastic through refill-based packaging
Maintained visual consistency across formats
Extended the brand into a more eco-conscious direction
Connected product experience with long-term brand values.

4. Triangular Structural Boxes

A bold structural decision to disrupt shelf uniformity.

Unique triangular form broke the predictable retail pattern
Instantly recognizable from a distance
Created strong visual blocking on shelf

Not just packaging—this was retail strategy through form.

`The final round of samples from the manufactures. ⬆`

Feedback & Iteration

From early prototypes to final production, I worked closely with manufacturers to refine structure, materials, and print execution.

Marked up initial samples for structural adjustments
Iterated on form, color, and material constraints
Delivered production-ready packaging for mass retail

From Disruption to Scale

After acquisition by Procter & Gamble, the focus shifted from breaking the category → scaling within it.

I continued as the sole designer, expanding the system across:

New product lines
Retail environments (CVS, Target, nationwide distribution)
Scalable packaging architecture

The challenge became maintaining design integrity while operating at enterprise scale.

Clear Tube 1: compelte the product family

we started from these 3 tampon tubes, Regular, Super and Mixed.

Using the color to show the prudct funsctionlaity, wihite - Green Blue -Dark purple

we added 2 new products in the fmaily, from left and right: Light - Rugular - Super - Overnight

using sper Plus as an example: we tried diefferent purple pattens from night forest, purple flowers, and we landed the night purole sky. my deisgn process is select the potential ones and go to print store to print, then making protope at homwe, and shwoing the whole team for next step isccusion,.

Clear Tube 2: Retail environments (CVS, Target, nationwide distribution), scailing up or downsize the popular items to fit in deifferenet retail evroment.