Puffin Packaging Redesign Project

Puffin Packaging Redesign for a Medicated Hygiene Brand

Replacing a cold, medicated aesthetic with an illustrated, nature-led system that speaks to comfort before function.​​​​​​​

Overview A trusted hygiene brand entering a new conversation. Puffin was a credible, established product hiding inside clinical, category-default packaging that undersold its position on shelf.

Role & Details Packaging Design, Illustration, Structure, Colour System Happa Studios, 2022 Role: Packaging Designer

Problem The category had defaulted to clinical, every competitor spoke the language of medicine, not comfort. Puffin's own packaging followed the same convention, so it read as generic rather than trusted.

Insight A premium product was hiding inside a clinical box. The opportunity was to let the product's real equity trust and comfort lead, instead of competing on sterile, category-standard cues.

Concept Nature as language, not as pretense. Illustrated botanical and wildlife motifs replace clinical imagery, repositioning the product around comfort and care rather than medical function.

Execution Colour: three colourways built from a soft blush, deep forest green, and warm neutral a unified shelf presence across variants. Structure: illustrated box system designed to read as premium at shelf distance and personal at close range.

Outcome The packaging became the product's most persuasive argument on shelf, shifting Puffin from a clinical default to a distinct, comfort-led presence in-category.

Credits Client: Puffin Marvelcoretree Studio: Happa Studios, 2022 Role: Packaging Designer