Shoppers associate safety and discretion with the FACELLE private label brand. Their extensive product offering covers female hygiene, such as panty liners and tampons, feminine care, pregrancy tests, as well as incontinence products. The entire range is positioned at the lower pricing-segment.
We were tasked to relaunch the packaging design. In detail, a refresh of its brand positioning, values and emotionalizing of the brand. The overall design was reworked, becoming more recognizable, with on-pack product information clearer and easier for consumers to navigate. In addition, the FACELLE logo received an overhaul and the incontinence product range “facelle diskret” was redesigned allowing for a clear visual separation from the remaining product portfolio.