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INTRODUCING A HUMAN TOUCH WITH TENA
One in three women and one in four men will experience incontinence in their lifetime, but for many its a highly taboo and shame-inducing subject, closely linked to ageing and serious medical issues.
TENA, the world’s leading continence care brand, is on a mission to destigmatise incontinence by equipping people with the solutions they need to feel empowered in their daily lives.
However, the established language of the incontinence category reinforces the taboo, feeling cold, clinical and confusing to shop.
With TENA’s ProSkin range, our challenge was to bring the brand mission to life, introducing warmth, humanity and clarity to the pack without compromising on expertise or recognition.
The ProSkin range is primarily bought by people caring for relatives at home, so our design approach was to put ourselves in their shoes, optimising the design to be easy to see and choose on an overwhelming fixture.
We simplified and decluttered the design, zoning information to be legible in an instant and easy to digest, helping people to quickly and easily find the right product type, absorbency level and size for their relative or patient. In doing so, we strengthened the impact of the TENA masterbrand, leveraging the trust and quality perceptions the brand has in the market.
The skin health proposition is brought to life through a tactile and authentic product shot and humanised iconography, demonstrating benefits without relying on the clutter of multiple claims. Linework brings added warmth, depth and skin-health cues to the pack, without adding distracting clutter.
The result is a more impactful and navigable pack that humanises continence care, providing easy to choose and effective solutions for those who need tem most.
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