Sergi Ferrando – AZAH
Sanitary Pads Brand and Packaging Design
In Indian culture, talking about menstruation is still considered a taboo. Periods have traditionally been seen as something ‘unclean’, with women being forced to go to great lengths just to hide any signs of it. From not being allowed to enter into temples, to being forced to stay outside of the kitchen, there are a lot of archaic superstitions and rules that people still enforce.
The name Azah is based on the Hebrew word “Aza”, meaning strength. Through Azah, we aim to help the Indian woman realize the immense amount of strength she carries within herself. We want to stand, hand in hand with her in her fight against everything that discourages her from truly being ‘her’. Especially against the culture, that treats menstruation, one of the most significant parts of her identity as a woman, akin to a taboo. With Azah, we want to change that and be part of a much greater social movement, aimed at transforming the way Indian society treats its women, with a special focus on menstruation and feminine wellness to begin with.
Both for the Logo and the package, the idea was to create something elegant, something that could reflect the values of the brand and its mission and most of all to use a very different language than their competitors. The challenging part was to achieve the balance between the aspect of a high quality product but affordable at the same time.