Ginocomfort, a Russian feminine hygiene line, was redesigned to strengthen its positioning. As part of the redesign, Vertex pharmaceutical briefed :OTVETDESIGN to shift the brand to focus on discretion.
The redesigned packaging borrows cues from the beauty industry, ensuring discretion and delicacy. All the products feature gentle illustrations of women surrounded by flowers, and imagery that reminds us of the exotic representation in the Gaugain pictures.
“When making the design it was critical to get away from the usual images and clichés. Hence, a woman who is taking a bath and is thoroughly enjoying it appeared on packaging. Calm and relaxed posture conveys comfort and harmony of herself and her body. Clean and white background like a blank sheet of paper, on which, in bright spots, the image of a woman appears”.
“When making the design it was critical to get away from the usual images and clichés. Hence, a woman who is taking a bath and is thoroughly enjoying it appeared on packaging. Calm and relaxed posture conveys comfort and harmony of herself and her body. Clean and white background like a blank sheet of paper, on which, in bright spots, the image of a woman appears”.
Delicate, discrete and feminine. All the right elements in place for the successful rebranding of a feminine hygiene brand.
