Pack of the Month: Perfectly Boring Skips The Clichés For Menopausal Brand Feel Revived
by Bill McCool on 07/04/2023 | 4 Minute Read
A quick glance at menopause supplements and over-the-counter medications is a mostly depressing stroll through a category—and topic that half of the population will eventually go through—that doesn't get talked about enough. So any product or design that breaks through the cliched clutter currently sitting on shelves at your local CVS or Walgreens is almost always a welcome addition.
It's partly why Feel Revived's branding and packaging resonated with our readers this past June. Taking inspiration from nature and flower petals, the bold identity builds something welcoming and trustworthy, two must-haves for any brand that promises relief for menopausal symptoms.
We spoke with Perfectly Boring founder and design director Anastasiia Shcherban about the inspiration behind the identity and how they artfully avoided the many familiar tropes in the category.
Tell us a little bit about your studio!
We are perfectly boring, a tiny Ukrainian design studio that creates visual brand identities for dreamers and winners. We also work on packaging, design campaigns, illustrations, brand strategy, UI/UX, and everything that interests us and our clients.
Many of our projects have a recognizable vibrancy and a sort of playfulness, even when it's a visually cautious industry. Also, we are huge fans of cultural, historical, and visual research. We integrate it into our work process whenever possible and make the most of it.
Walk us through the design process that you went through for this project.
A London-based client contacted us with a request to help them launch a new product, a natural supplement for menopause symptom relief. After looking at competitors and doing market research, we discovered a few ways in how they could stand out among similar products and what patterns exist in this niche.
Our team created a couple of concepts based on this idea of naturalness and balance. Since the brand name takes a significant part of the packaging, we created a prominent logotype that helps to tell a brand story. Together with the brand icon, it also helped to create a pattern that took the bottom part of the packaging.
After experimenting, we choose one of the most contrasting options. Element shapes and colors supplement each other, allowing us to create multiple catchy compositions for packaging components—zip lock bags and delivery boxes. Together, these two packaging components create an exciting customer experience. They see a decorated box with primary product information, then open it to discover personal messaging inside the box that frames the product bag.
We tried to avoid printing additional materials. Feel Revived customers will find all information at the back of the bag or on the website.
What was one of the biggest goals you set out to achieve with Feel Revived's packaging, and how did you accomplish it?
One of the main goals was to distance our product from prescription medications and communicate Feel Revived's natural composition without going too experimental. The product should evoke trust and support the product’s simplicity. Finally, it should bring some visual energy to match the brand name.
That is why we integrate floral and plant motifs into all visuals but try not to overload and keep them minimal. At the same time, we show how to frame natural products without using green colors and the usual symbols.
What was the most challenging part of this project?
The most challenging part was creating something appealing to a broad audience that's going through menopause. We also had to avoid cliches and overused elements, for example, the shapes of women’s bodies. We decided that the design couldn't be too feminine or loud.
If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?
Our absolute favorite is the element of the flower petal we came up with while playing with typography. It was an instant finding, a part of R that reminded us of a flower that's blooming and thriving. That was the moment when the whole graphic identity was born. Scaling it and applying the design on the packaging was a lot of fun, as it worked out really well with the pattern.
Share one lesson that you learned while developing the finished product.
Always have enough space for product information when designing. We tried to integrate text parts as soon as possible to build other elements around it and even had some extra place in case the client wanted to add more info.