HiGenie!
Task & Challenge
The task was to create a new private-label brand for Gintarinė Vaistinė, designed specifically for the pharmacy chain to sell as its own range of feminine hygiene and intimate care products. The project included developing the brand name, logo and complete packaging system for the new line.
The feminine hygiene category is often dominated by pink tones, floral motifs, feathers and other conventional symbols of delicacy. Its visual language typically shifts between overly sweet and cold, clinical aesthetics. Our challenge was to create a distinctive private-label brand that would stand out on the pharmacy shelf while offering a stronger, more confident visual expression.
Solutions
HiGenie! is an ode to women’s strength. The brand philosophy is built around the idea that every woman is a “miracle worker” in her own way, navigating the intensity of modern life.
At the heart of the identity is a distinctive genie symbol — a monolithic silhouette inspired by Venus sculpture. Its form echoes the elegant contour of a genie bottle, while the nature-inspired elements represent the earth, creative power and rebirth.
For the packaging, we introduced a vibrant deep-blue foil, creating a sense of mystery and magic while giving the products a strong presence on shelf. The result is a playful and expressive identity that brings a fresh perspective to the feminine hygiene category.
Naming
Logotype
Branding
Art Direction
Packaging
Packaging System
What’s Golden?
HiGenie! stands out by turning a functional everyday product into a brand with character, attitude and a strong visual presence.
Instead of following the category’s familiar codes, the identity creates its own distinctive world — one that feels confident, contemporary and memorable. The combination of the sculptural genie silhouette, symbolic nature elements and deep-blue foil creates a packaging system that is both recognisable and highly ownable.
The project was awarded Gold at the NAPA Packaging Competition, recognising the strength of the packaging concept and its execution.
Credits
Art Direction & Graphic Design: Ugnė Akstinaitė
Logo Design: Julija Stasiulaitė
Project manager: Lilė Adomaitė
Creative : Milda Kairaitytė
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