Hygiene products are typically not very sexy, but this packaging is kinda sexy because it doesn't try to make hygiene flowery or overly precious. It's utilitarian, but also bright and appealing. The designer, Johana Tran, says:
“The package design utilizes sustainable materials, while maintaining a hygienic appeal, ensuring a product that users can trust to be safe for both the environment and the body. Tampons are packaged in individual molded paper pulp packs of 5, featuring a quick dispense method for convenience, while also offering the advantages of being easily portable and discreet. Pads are packaged in a sturdy paper pulp box. Toilet paper is packaged in a reusable biodegradable bag and the toilet cleaner features a hygienic hideaway nozzle.”It's eco-friendly, in keeping with Seventh Generation's core values. It also appeals to their demographic of value and quality-conscious shoppers who care about design and minimizing packaging.
I don't think I've ever been this excited about feminine hygiene or toilet cleaner. There's something to be said for that.