Stokked Pro
Comfort illustrated before a single claim was written.
A trusted hygiene brand entering a
new conversation
Puffin is a feminine hygiene product line under Marvel Core Tree. A Pakistan-based consumer goods company distributing across food, household, healthcare, and personal care categories. The Puffin tampon range is manufactured in Europe, certified free of phthalates, chemical additives, fragrance, optical brighteners, latex, and animal components — a premium product specification that its previous packaging made no attempt to communicate.
The 2021 packaging redesign was commissioned to reposition the product visually: from clinical and generic to warm, natural, and emotionally resonant — without losing the trust signals a functional healthcare product requires.
A premium product
hiding inside a
clinical box
The original Puffin tampon packaging communicated the wrong thing entirely. Turquoise-blue and sharp pink on a clean, text-heavy ground — the visual language of a pharmacy shelf product positioned alongside antiseptics and bandages, not a premium, chemical-free tampon made in Europe.
The product’s specifications — free of 13 categories of additives and irritants, manufactured to European standards — were invisible on the old pack. The packaging actively worked against the product’s value proposition. In a category where trust and comfort drive purchase decisions, the brand was communicating neither.
The brief from Marvel Core Tree was to reposition toward comfort and calm. The complete creative direction — concept, illustration language, colour palette, compositional approach, and typography application — was developed entirely in-house as part of this project.
I help institutional and growth-stage companies build brand systems that close the gap between what they deliver and how they’re perceived.
