Sanity – Female Hygiene



Agency: Stratedgy
Creative Director: Krupa Sheth Kapadia
Lead Designer: Nirali Marfatia
Location: India
Project Type: Produced
Client: Sanity
Product Launch Location: India
Packaging Contents: Tampons, Sanitary Napkins, Intimate Wipes
Packaging Substrate / Materials: Paper and Tin
Printing Process: Offset Printing

Floating florals, lush gardens, the panoramic sky and cotton candy clouds on a bed of soft pastels… Enthusiastic butterflies, and even more enthusiastic female gymnasts… just what one usually encounters on packaging created for period and female hygiene products.

The approach to periods, or ‘that time of the month’ has somehow been less about conversation, and more about painting an almost fake positive narrative. Ask any woman (or yourself if you are one) about the period experience. It’s annoying, tiring, full of uncertain emotions and plagued by social stigma.

Our largely female team had the opportunity to change this state of affairs, back in 2016. We are so glad our labour of love has finally been launched in 2021.

There is a lot of conversation about breaking the stigma around periods and period talk online. We wanted to bring this discussion to the front of our pack, and own our period experience.


Most women will agree that we’d like to be given some space, chocolate and frankly, a break during our period. We’d rather the world understand that ‘hangry’ is a valid emotion. We’d like for all of us to stop looking back, fearing a leak.

We would all be happier using products that were built to be solid enough to not leave stains on our chairs.

To bring forward the brand’s quality promise, we created our packaging approach for Sanity. The brand promises you a better period – no leaks, no itching, inclusive sizing for all needs, and an intent to end the stigma around periods.

We spoke to women, and have narrated their period experiences on our packaging, bringing forth the only, albeit most important missing piece in female hygiene products – her voice!