Sanity
Sanity
NAMING | BRANDING | IDENTITY
Sanity is a brand of womens’ sanitary products created for the woman of today.
Disclaimer:
Due to creative differences with the client, we stepped down from the project after we completed a large part of building the brand.
While the client chose to retain the Naming, Branding, Tagline, Color Pallette and core graphical elements created by us, the final packaging design and visual extension you see in the market has not been designed or executed by us.
A note from our founder, Anushka:
This is one of the projects we worked on, that we poured our heart into. It’s unfortunate the final packaging we designed didn’t hit the shelves. But we wanted to share it with you anyway - as we’re really proud of what we created.
Brand Name
Brand Name
Sanity
noun. /ˈsa-ne-ti/
A state of clarity and control, free of toxicity.
Also see: A play on the word Sanitary.
Visual Rule of Thumb
Visual Rule of Thumb
Create an iconic brand that stays with you and products that any woman would be happy to have on her dressing table, work desk, or in her purse.
Why do brands for menstrual products shy away from or completely avoid the colour red?
Brand Name
We started this journey asking ourselves this question.
"Growing up in India, as a young girl - I always took the world of sanitary pads and menstruation products as something missable, or even invisible. They would look, feel and speak a certain way. I remember feeling confused by these products and they looked so alien to me when I first had to even use one.
I’m pretty sure all girls feel the same way! But isn’t it odd - that literally every other personal care product for women, in the market, is packaged beautifully and you almost want to buy it because of how lovely it makes you feel. Specially in the skincare and cosmetics space – we’re used to seeing stunning packaging, and let’s face it – sometimes we end up buying things we don’t even need because of it.
So we really wanted to flip this. We wanted to use one of the colours that is shunned upon in the menstrual care world but celebrated in the cosmetics world! Just because of a change in context, one color becomes taboo instead of being a bold differentiator.
Added to this, we wanted the packaging to be so beautiful that you would want to keep it on your vanity or proudly in your loo and not be worried about it shouting out “hey, I use this for my period”…while also being all about celebrating the female form and not shying away from it.
This was an attempt at shifting the lens on the category and doing something to elevate the conversation & visual landscape of the world of menstrual care & products in India. Because women deserve better, don't they?"
- Anushka Sani
Inspiration for the Logo: Voices & Vulvas
Inspiration for the Logo: Voices & Vulvas
The custom logotype is designed to mirror the curves & quirks of the brand mark. It’s a bold, feminine serif font with unique characters.
The custom logotype is designed to mirror the curves & quirks of the brand mark. It’s a bold, feminine serif font with unique characters.
Introducing Lippy
Introducing Lippy
A simple, but very iconic representation of the women that the brand speaks to - It’s a bold, cheeky and memorable take on the form of a vulva.
A simple, but very iconic representation of the women that the brand speaks to - It’s a bold, cheeky and memorable take on the form of a vulva.
Introducing Trippy Lippy
Introducing Trippy Lippy
Brand Assets
Brand Assets
Lippy
Lippy
Trippy Lippy
Trippy Lippy
Brand Promise
Brand Promise
Cotton Product
Cotton Product
Variant Marker
Variant Marker
Quantity Marker
Quantity Marker
These brand elements are designed for clear and simplified communication on the products themselves and form the extended brand language for the packaging and brand comunication.
Proposed Direction for Packaging
Proposed Direction for Packaging
The design for the packaging with the ‘Trippy Lippy’ pattern - bold and unabashed, the brand language translates into packaging that is beautiful enough to be on display.
The logo is central to the design & is clear to read. The Trippy Lippy pattern in silver on the primary red colour of the brand make for an iconic look.
The logo is central to the design & is clear to read. The Trippy Lippy pattern in silver on the primary red colour of the brand make for an iconic look.
Project Credits
Strategy & Creative Direction : Anushka Sani
Design Lead : Avantika Amladi
Creative Team : Shreya Vyas, Meera Parikh
Cinema 4D : Kushagra Gupta
Building Brands with Purpose
Building Brands with Purpose
© 2021 Thought Over Design
© 2021 Thought Over Design