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.

Sanity

noun. /ˈsa-ne-ti/

A state of clarity and control, free of toxicity.
Also see: A play on the word Sanitary.

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

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.

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.

Project Credits

Strategy & Creative Direction : Anushka Sani
Design Lead : Avantika Amladi

Creative Team : Shreya Vyas, Meera Parikh
Cinema 4D : Kushagra Gupta