PACKAGING & BRANDING 📦
Organic
Period Care
Products
Organic • Biodegradable • Natural
Products around menstrual care have traditionally been overpowered by unsustainability and lack of choices. Pee Safe sought to launch a range of organic/biodegradable/natural period care products for the modern menstruator that not only seeks to offers them choices but also educate them on the right fit for their body. It also had to stand out on offline retail store-fronts where the period care market is dominated by brands that most Indians grew up with.
Goals
① Offer products that are safe for the vagina.
② Reduce environmental impact through eco-friendly packaging.
③ Educate menstruators so they can make better choices for their bodies.
When life gives you blood, soak it up.
Packaging
SAFE FOR THE BODY, SAFE FOR THE PLANET
It was important that the brand stick to its purpose of offering a product that was not only safe for the body but safe for the planet. The paper selected for the final monocartons and information booklets were made of 100% recycled paper.
TELL IT TO ME STRAIGHT
Each product offering had a specific information booklet to explain the benefits and right way to use the product through simple and engaging visuals when most brands in the market list out the bare minimum as per safety standards.
NEWSPAPER WOES
Waste pickers in India manually sort out waste through hand. Most menstruators wrap their pads in newspapers or the outer wrapper of the next pad they open. Each pad in this case was wrapped in a biodegradable disposable bag to make it easier to dispose used pads.
WHAT SIZE?
Redefining the sizing chart based on whether someone has given birth vaginally/through c-section rather than their menstrual flow which is an inaccurate way of getting the right size. Most women struggle with finding the right size and end up buying multiple wrong cups before they get the right one.
More
The truth is, there’s nothing better than or worse than the other. Everyone’s body is different and what suits one might not suit the other. In an attempt to democratize the conversation around period products and the choices surrounding them, the campaign was built around ‘Bleed Your Way’. It was essential to include as much information on the packaging to help in store-front decision-making for customers. As for the online experience, support images were created to help customers make quick decisions. The brand further signed Anita Hassanandani as their brand ambassador to push the messaging on organic period care to Tier 1 and Tier 2 cities in India.
Video by Nudo Films