Amala

Amala is a menstrual hygiene brand dedicated to empowering Indian women by offering clean, and reliable sanitary products. The brand aims to sell sanitary pads offering various sizes and packs according to the needs of Indian women. In Sanskrit, the word ‘Amala’ means pure, clean and spotless. The purpose of this project was to develop a brand identity and packaging that represents Indian women and fosters a connection with them.

The drop acts as a simple sub-mark for the brand and has been used as a pattern on the packaging to maintain consistency. The reds and corals help represent menstruation and femininity while the pastels are soothing, warm and comforting.

Women at different stages of life are portrayed through the illustrations which also conveys the age inclusivity of the product. The illustrations were inspired from the old paintings where Indian attires were used to portray culture and flowers were used as a symbol of elegance and femininity.

The packaging is designed for three different boxes which would contain 30 pads in one box and 15 pads each in the other two. The pad sizes are XL & XXL and the big box will have 15 of each. A convenient pocket-sized packaging option will be introduced, allowing women to carry pads securely during travel, instead of carrying loose pads. Each pad will be enclosed in an individual envelope, ensuring hygienic and easy disposal of used pads.