Evelyn wanted to launch a three-step cycle care supplement. I was tasked with naming the product and crafting copy for the front and back of the packaging, box, and notecard to the customer.

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Why 'Super Regular'? Super Regular was born from generations of women being pigeonholed into average-sized boxes. Traditionally, tampons came in four sizes: light, regular, super, and super plus. I personally can't stand the phrase "regular" as it infers everyone falling outside this category is "irregular"; aka, there's something wrong with us. This only fuels the stigma that currently surrounds menstrual health, and contributes to the outdated patriarchal idea that women should look, behave, be, and function in a certain way.

 

The name Super Regular combines two of these tampon size categories; it's a two fingers up at the concept, suggesting that, rather than fitting into one of the neat little boxes offered to us, we're going one step further. Its sarcastic undertones hint that we're even more regular than you'd like to label. In fact, we're all super regular, because there is no such thing as 'regular' ('regular' - read: normal).

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Further, the double meaning helps convey how this product will make you feel ('regular' - read: consistent). Super Regular is designed to even out the lows felt in the luteal phase and help women feel more balanced throughout their cycle. Super Regular helps explain the steady, more predictable menstrual cycle and associated symptoms felt when taking the product.