Lele Feminine
Feminine & Hygiene Wellness
Packaging Design
Icon Developement
Johannesburg, South Africa
2022
Summary
Lele Feminine is a proudly women-led wellness brand offering a range of feminine health and hygiene products made by women, for women. Formulated with care, confidence, and scientific integrity, Lele Feminine doesn’t just deliver relief and support—it starts conversations around self-care, sisterhood, and body literacy. As the brand evolved into an e-commerce business, it needed a packaging and unboxing experience that matched its bold mission and youthful spirit. Our goal was to translate the founder’s energy, product purpose, and audience aspirations into a box that felt like a gift—an affirmation-filled, blush-toned invitation to embrace womanhood with confidence.
Challenge
While the product line was growing rapidly and connecting with its audience, Lele Feminine’s brand presentation hadn’t yet caught up. The team needed more than just shipping functionality—they needed packaging that could enhance the customer experience, reflect their playful-yet-purposeful brand voice, and stand out in a category often weighed down by stigma and clinical design. With intimate care still a taboo topic in many communities, the brand had to strike the right balance between informative and empowering, feminine and fierce.
Solutions
We developed a tactile, social-media-worthy unboxing experience that could create a full-circle moment for customers—from discreet delivery to proudly unboxing wellness with joy. The core packaging features a confident blush color system expanded into multiple pink tones—each one meant to reflect vibrancy, diversity, and the dismantling of shame around feminine health. We introduced a suite of custom icons that visually represent the product family and brand essence: a scale symbolizing pH balance, hearts for care, tampons and sprays for product specificity, and the female symbol as a universal badge of identity and empowerment.
Inside, customers are greeted with the words “Hello, beautiful.” It’s more than a greeting—it’s a moment of softness, warmth, and acknowledgement. Each box is wrapped in blush tissue paper, paired with thank-you cards and affirmations that remind women to care for themselves, celebrate their bodies, and reclaim confidence in their femininity.
