This is my design of a tissue packaging line made for Siela, a trademark that is popular in Ukraine. The brand has been on the market since 2013 and needed refreshments. I was asked to redesign their logo and design packaging of tissues, handkerchiefs, and wet wipes.
We have also collaborated with La Strada NGO, an organisation that tackles domestic violence. As many people in Ukraine still face this problem, we have decided to contribute to its publicity by effective and unobtrusive design with a positive message. The idea was simple: every box should be decorated with a bright-colored encouraging phrase written by a psychologist. On the opposite side of the box, we have also placed a checklist for domestic violence and a helpline number for 24/7 legal and psychological support.
20000 Siela cubical boxes with tissues went on sale with this design in two variations. As a result, the sales in 2019–2020 were estimated 15% higher than those of the same timespan in 2018–2019.
The data from LaStrada is even more impressive. In 6 month after the product was released, they got almost 500 helpline calls. Since the beginning of 2020, 190 people informed that they got the number from Siela packaging. The calls peaked in COVID-19 quarantine days. Most of the people calling were women, but 18 were men. Every one of them claimed to have children, which often had to witness domestic violence. Two women have been raped by their husbands. 133 people are ready to go to the extreme to end domestic violence.
Translation of the phrases: Everything will be awesome, My happiness is in my hands, Happiness is here, Think about the good things
Logo redesign was an important part of the project. The task was to keep the logo recognizable and preserve general mood while making the lettering more readable and noticeable.
Handkerchief packaging is an adaptation of the cube design. I have used a phrase per each package.
My next task was designing a wet wipes packaging line which included a family package (100 items), a pocket-size package and a middle-size format. We wanted the result to be cost-effective but with a high-quality look. Only two Pantone colors were used for the entire line.
I have also created illustrations for middle-size packages of makeup removal and intimate hygiene wipes.
There were also separate concepts for pocket-size packages of wet wipes with fruit scent. I have created another illustration for the first concept.
The second concept, the one that eventually went to production, was based on photos. It was used for one of the most popular products of the same manufacturer but under a different brand.
Thank you!
