The package deal

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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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