It seems to be called simply "Packing", although it's confusing because the logo says "I [heart] Travel", so my brain keeps switching to that as my mental label for it. Like many iPhone apps, it could stand to be better documented (like: at all). It took me quite a while to figure out exactly how to drag the list items around to a new order -- all the documentation told me was that it was theoretically possible. (Answer: you click on "edit" and then drag them by the right-hand end of the line. Trying to drag any other part of the line does nothing.)