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.
We created a distinctive genie symbol — a monolithic silhouette inspired by Venus sculpture. Its shape echoes the elegant contour of a genie bottle, while the nature-inspired elements within represent the earth, creative power and rebirth.
For the packaging, we introduced a vibrant deep-blue foil that commands attention on shelf while adding a sense of mystery and magic. The result is a playful, expressive and aesthetic identity that remains firmly connected to the product’s functional purpose.
Naming
Logotype
Branding
Art Direction
Packaging
Packaging System
What’s Golden?
HiGenie! challenges the visual conventions of the feminine hygiene category by replacing the expected delicate and clinical aesthetic with a bold, distinctive and empowering visual language.
At the heart of the identity is the genie figure — a symbol of feminine strength, creativity, transformation and inner power. The deep-blue foil gives the packaging a memorable presence, while the sculptural silhouette creates a recognisable visual asset across the product range.
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
Project manager: Lilė Adomaitė
Creative : Milda Kairaitytė
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