The package deal

Chemist chains are now taking more risks in a bid to appeal to supermarket shoppers, says Pamela Buxton

7 Poise Designer: Coley Porter Bell

Packaged in an apologetic, often medical style, incontinence pads have traditionally been regarded as unmentionables in the shopping basket. Coley Porter Bell, having tackled the sanitary towel stigma with its bold design for Kotex, turned its attention to redesigning Kimberly-Clark’s incontinence brand Poise. Using delicate flower photography by Patrice de Villiers, the consultancy’s design breaks category norms by being elegant, colourful and confident. Different shades of purple indicate increasing levels of absorbency throughout the range. Creative director Stephen Bell said the design takes a feminine rather than medical approach: ‘Why shouldn’t it be packaged beautifully? Women want to feel better about the product and the problem.’

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The best talks to catch at D&AD Festival 2018

Returning to East London’s Old Truman Brewery, this year’s D&AD Festival boasts a line-up of speakers that includes graphic designer Craig Oldham and Pentagram’s Naresh Ramchandani. Here, we pick out