Bodyform packaging analysis

Below i have began to dissect the elements that make up the Bodyform packaging, commenting on the elements which need changing.

front

The front of the pack of sanitary pad has an image of an actual pad on it with the words 'fits front and back' meaning that the pad will cover most of the woman's underwear, this part of the design also has what looks like air wrapping around the pad with the text 'Dryfast' underneath. just from this part of the design alone it's as if they're trying to avoid any language or imagery that would indicate to the subject of menstruation. The navy blue bodyform logo resembles a napkin which is most likely a link to sanitary pads formally being known as sanitary napkins, with the addition of a bird like symbol, a white glowing border and a typeface which doesn't really make sense the overall logo looks out of place, dated and just not appropriate.
Bodyform have used navy toned tear drops to signify how much period blood the pads are capable of holding, however i believe their is a more realistic way to portray this; rather than showing a blue liquid yet again.
The silhouette of a woman walking with her arms up needs to go. It's not appropriate, it's not realistic.

right side

 The right side of the packaging is completely blank; this seems like a good area to include the 'no blood should hold us back' text from the bloodnormal ad

left side

 The left side includes contact information for the customer service department along with the products bar-code.

back

 Although the back of the packaging has no new imagery, the language used is condescending and furthers the idea of periods being something that should be hidden: "We know the feeling" - trying to create a connection with the woman buying the product "some days you need a little extra comfort and protection" - some days meaning once a week every month for the next 30 years, "our towels keep you feeling fresh and confident" - communicates the idea that periods are dirty and are a hygienic issue, the fact that they say the pads are "designed with women in mind" is completely unnecessary, of course they're designed with women in mind; they're a product for women. The use of what appears to be quotes talking about the pads being "...so secure, so comfortable" is quite bizarre really, it's almost as if they're trying to make the product seem luxurious and like women are treating themselves by buying it. Finally another issue with the text on the back of the packaging is the fact that they've placed a "heart at the front for easy positioning" which is understandable if these pads were specifically for females first starting their periods, but women who have been menstruating for over a year are perfectly aware of how to use a sanitary pad.
Within the redesign i believe all of the text needs to be re-written too, in order to stop using condescending language that furthers the idea of menstruation being a secret between women that shouldn't be spoken about; the new text needs to be bold, to the point and not hide behind anything.

top

 the key on the top of the packaging is useful so that women know what pad absorbency is best for them, however it still needs redesigning.

bottom

Above are images taken of all sides of Bodyform's 'normal' sanitary pads. 

Elements that need re-designing: 

• typeface 
• body type 
• logo 
• colour scheme 
• absorbency symbols + key 
• back of the packet text