FemiClear
The Ask:
FemiClear came to us with a bold mission: make natural, science-backed vaginal health products more approachable, and more shoppable in the overcrowded one-note Fem Care aisle. But to do that, they needed a full packaging revamp across their entire SKU lineup. The brief? Simplify communication, clearly define product benefits, color-code by use case, lean into their signature orange, and still play nice on a shelf dominated by soft pastels and feminine cues. Oh…and make it all work across drug, mass, and grocery retail environments.
Altura Value:
Shelf smarts meet feminine feels.
Altura was tasked with a multitude of dichotomies. Communicate FemiClear’s natural and organic ingredients while still reinforcing its clinical efficacy and science-backed credibility. Feel “Fem Care” but retain the brand’s historic bold orange. Help shoppers create a vaginal health regimen (build basket) while simplifying the product lineup.
We started by diving deep into the Fem Care aisle. Analyzing everything from visual trends and tone of voice to color usage and competitive claims. Our whitespace opportunity: bring confidence, clarity, and modernity to a category often clouded by euphemisms and over-explanation.
From there, we built a visual system grounded in simplicity and strong segmentation. Each product got its own clearly coded color tied to use case, while still aligning under a cohesive regime-building brand architecture. We redefined the role of FemiClear’s signature orange, using it as a connective thread throughout the line to signal boldness, energy, and trust. We softened the overall aesthetic to align with category expectations (feminine, fresh, clean) but infused it with just enough edge to help it stand out.
And this wasn’t just a design job. Altura led the charge on strategic color planning, product hierarchy, and storytelling across every panel.
The Result:
The new packaging achieved what every brand dreams of: standout appeal and shelf relevance. It gave FemiClear a clear, consistent identity across channels, simplified the shopping regime building experience, and helped reinforce the brand’s unique positioning in natural Fem Care. With the refreshed packaging rolling out in mass, drug, and grocery stores, FemiClear is poised to grow both in cart and in category.
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