GladRags & XO Flo

Goal

Both GladRags and XO Flo were looking for period-friendly packaging and stereotype-free branding.

Services

Visual Identity
Packaging Design
Photography

Packaging design for XO Flo menstrual cup, featuring unique feminine graphics and informative text on eco-friendly menstruation solutions.

GladRags and XO Flo are Portland-based, woman-owned companies that focus on environmentally progressive solutions to menstruation

GladRags was founded in 1993 and its first logo invoked the somewhat traditional “moon time” imagery. With the new logo, we wanted to help GladRags step away from tired iconography and amplify the glory of common menstruation instead.

XO Flo is a new, state-of-the-art silicone menstrual cup designed with comfort and ease in mind. The cup was launched in early 2017 under the GladRags family banner. Because it was a new design and logo (opposed to a refresh) we were able to go a little more “out there.” The unique, feminine boxes move away from traditional, more medical menstruation packaging of the past. What we developed has been called “an absolute period changer,” among other fabulous things.

Together, the XO Flo + GladRags combo is the ultimate progressive monthly package.

Colorful packaging for GladRags menstrual products, featuring organic pantyliners and day pads, emphasizing modern, feminine design and eco-friendly menstruation solutions.

Stacked organic menstrual pad boxes from GladRags, featuring designs for day and night use, against a vibrant pink background, emphasizing eco-friendly menstruation products.

“Working with clients that are proud of what they do and brave in their design choices is really rewarding. It's not often that you get to break taboos through branding.”

Renee Dimalla

Senior Art Director

From the Client

“Our new branding and packaging took our business to the next level, and everyone comments on how perfect it is! Murmur was super fun to work with, and their designers were quick to understand exactly what we needed. Choosing to work with Murmur was one of the best decisions I’ve made for GladRags and XO Flo!!”

Tracy Puhl

President/Owner of GladRags and XO Flo

Packaging design for XO Flo menstrual cup featuring elegant graphics and branding, emphasizing thoughtful design and eco-friendliness.

Packaging design for XO Flo menstrual cup featuring elegant marbled patterns and branding elements, emphasizing thoughtful design and environmentally friendly menstruation products.

“We wanted to steer clear of the pharmaceutical aesthetic of feminine hygiene packaging on the whole. The stigma surrounding menstrual cups is that they're difficult and messy to use, and sometimes the natural conclusion is to compensate for that fact by designing packaging that's overtly minimal, girly, or just plain sterile. We wanted this packaging to feel thoughtful, upbeat, and unique by comparison.”

Renee Dimalla

Senior Art Director

Packaging design for XO Flo menstrual cup, featuring vibrant marbled patterns and text highlighting "UP TO 12 HOURS of PROTECTION," emphasizing unique branding and thoughtful aesthetics in feminine hygiene products.

“When I heard @gladragspads had launched their own cup, XO Flo, I was like, MAMA NEEDS! It’s so comfortable to wear and the design and packaging are beyond dope! ”

@vegan

Instagram User

Colorful GladRags pantyliner packaging featuring vibrant red colors and playful design elements, emphasizing eco-friendly menstrual products and breaking away from traditional feminine hygiene aesthetics.

“I just received my new cup from @gladragspads!!! I’m really excited about trying it because I’ve only used one menstrual cup brand till now and it’s completely different from this one. The packaging is so f****** beautiful! Congrats @gladragspads, you’ve made a piece of art for our vagigis”

@anoncrafts

Instagram User