Complete packaging redesign for feminine hygiene products
Elephant Design refreshed Sirona's visual language through strategic color-coded packaging system, delivering an approachable, bold feminine hygiene ecosystem.
Most Disruptive Startup
as ‘The Go-To’ choice for intimate women hygiene
Competitor Analysis and Consumer Research
Sub-brand alignment strategy
Visual Language
Packaging Design System
Transformed Sirona's clinical product portfolio into a vibrant, accessible ecosystem of feminine hygiene solutions, making intimate care products approachable for the modern Indian woman across both digital and physical retail environments.Disruptive Hygiene Pioneer
Founded in 2015, Sirona quickly established itself as one of India's most innovative startups in the feminine hygiene space. Initially an online-first business, the brand gained recognition for addressing overlooked intimate care needs through groundbreaking products like PeeBuddy, which sold over 2 million units nationwide. Despite their success and industry accolades, Sirona faced challenges with inconsistent packaging that appeared clinical and uninviting, limiting their ability to fully connect with consumers and expand their market position.
Redefining Feminine Care
Sirona aspires to position itself as the comprehensive solution provider for all feminine hygiene needs, moving beyond the sanitary pad-focused market to address a broader spectrum of intimate care. The brand aims to balance traditional feminine values of care and nurturance with contemporary ideals of freedom, achievement, and unapologetic directness. By making technical products more approachable while maintaining their problem-solving credibility, Sirona seeks to become the trusted, go-to brand for the modern Indian woman navigating public spaces with confidence..Modern Femininity Codes
The refreshed visual language balances timeless feminine attributes with bold contemporary values through a strategic colour palette led by burgundy rather than conventional pink.
Navigation Through Colour Psychology
A comprehensive color-coding system creates intuitive navigation across Sirona's diverse product ecosystem. Each solution category receives its distinctive colour identifier, creating visual separation while maintaining brand cohesion. Each package balances prominent emotional imagery with clear functional illustrations that communicate product benefits, creating immediate understanding of complex solutions. This dual approach transforms clinical products into friendly, accessible solutions while ensuring consumers quickly identify which specific feminine hygiene challenge each product addresses.
Emotional-Functional Visual Balance
We decided to keep white as the base template, given its associations with care, nurturance, gentleness and purity of purpose. This was balanced with other bold colors and youthful, fresh images to help consumer interactions with the brand, putting them at ease.
For flagship innovations like the black sanitary pad, special packaging treatments further elevate their unique positioning. The PeeBuddy sub-brand receives vibrant green packaging to signal its eco-friendly credentials and active lifestyle positioning, complemented by a playful typography treatment that lightens the conversation around intimate hygiene.
Your Partner in Crime
For Pee Buddy, the team at Elephant decided to opt for Bright Green as the color of choice because of its vibrancy. The emotional-functional combination of illustrations was also retained, with ‘Stand and pee’ being showcased as the main benefit. The entire range uses green as the house color where color patches change according to the product in question. Green also echoes the commitment made by Sirona to be 100% sustainable and eco-friendly. We use scripty font to distinguish the brand with the upper and lower case interspersed to subtly lighten the mood.
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