tinted studio
Rael Packaging System Renewal
Brand Strategy, Packaging System, Typeface Design, Shooting planning, Art Direction
Q2 2022 – Q1 2023
The previous packaging had limitations in offline retail environments—price stickers and shelving often obscured key information, and sideways placement made brand recognition more difficult.
To address this, we expanded branding elements to both sides of the package for more flexible display, widened the information belt for improved legibility, and refined the color palette to boost shelf visibility. A structural design system was also developed to strengthen product differentiation and category awareness.
This system was applied across Rael’s full range—including sanitary pads, tampons, pantyliners, and incontinence pads—delivering a cohesive and modern brand experience.
Rael의 패키지는 제품 전반에 걸쳐 일관된 경험을 제공하고, 브랜드의 시각적 완성도를 높이기 위해 새롭게 디자인되었습니다.
기존 패키지는 오프라인 매장에서 가격표나 진열 방식으로 인해 주요 정보가 가려지거나, 제품이 측면으로 진열되어 브랜드 인식이 어렵다는 문제가 있었습니다. 이를 개선하기 위해 브랜딩 요소를 패키지의 양면으로 확장하여 진열 방식에 유연함을 더했고, 정보 전달력을 높이기 위해 인포메이션 벨트의 면적을 넓히고 보다 주목도 있는 컬러로 리뉴얼했습니다.
또한 제품 간 변별력과 카테고리별 인지도를 높이기 위해 구조적 디자인 시스템을 재정비하여, 생리대, 탐폰, 팬티라이너, 요실금 패드 등 전 제품군에 걸쳐 적용함으로써 통일된 브랜드 시스템을 구축했습니다.
Rael uses the entire area of the packaging that is available to increase visibility, making the product more appealing and at the same time, delivering information effectively. It has created an appealing design using its own visual language, which is expected to attract customers. Rael has improved not only the packaging design, but also its product lineups to meet women's lifecycle and to deliver something more than just a product.(Maternity pads and sanitary pads for first periods.)
요실금 전용 제품의 경우 소비자의 구매 연령이 높고, 매장에서 직접 구매하는 경우가 많아 패키지에 손잡이를 적용하여 들고다니기 편하도록 하였고, 후면의 스티커로 제품 개폐와 보관이 용이하도록 하였다.
The packaging structure has been improved to help customers open the product easily and its double hygienic packaging system (packaging box + polybag) is a new type of packaging system that has been introduced for the first time in Korea by Rael. Customers tend to buy feminine products in bulk, which is where the packaging box comes in handy for storage. The box package makes it easier to load and stack.
Incontinence pads also feature an extra strap to be carried around with, for the elderly who tend to come into the store and buy it, and the sealing sticker at the back makes it easier to open and keep the rest sealed after use.