Nua MyWave - Introducing a New Wave of Period Care
Packaging Design
Research, Ideation & Concept Development
Nua set out to introduce a more affordable pad to reach a new consumer segment — primarily Tier 2 cities and lower-income groups — while maintaining its promise of safe, comfortable, and empathetic period care.
The goal was to expand market share and compete with Whisper Choice / Whisper Choice Ultra, which are priced between ₹6–₹8 per pad.
My role was to help define the positioning, naming, and packaging design that would appeal to this new audience while staying true to Nua’s brand values.
The project is now live. Here’s the link to the store website: NUA.COM
Credits
Design Agency : Please See
3D Rendering : Omkar
Artworking : Vishal Tawade
Design Lead : Riya Raghavan
Mid-level Designer : Vaishnavi Ladkat
Junior Designer : Anvi Mangalmurti
Brand Lead : Richa Sohi
Brand Partners : Preethika K, Tasneem R
Copywriters : Kimberly, Ananya
Photographed by the Nua team.
Understanding the Parent Brand
Before creating MyWave, it was crucial to study Nua’s existing product portfolio.
Nua’s current range — spanning comfort pads, overnight pads, period panties, panty liners, etc — communicates a premium, minimal, and self-care-driven personality.
The Challenge
To create a distinct yet cohesive sub-brand under Nua — one that feels:
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Approachable and relatable, not overly premium
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Visually differentiated from Nua’s core range
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Emotionally resonant, while remaining practical and value-driven
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Essentially, MyWave had to bridge the gap between premium aesthetics and mass-market accessibility — without losing Nua’s emotional core.
Category Study
The category is divided between functional, information-heavy lower-priced offerings and emotion-driven, lifestyle-oriented premium products:
Higher-priced offerings
Lower-priced offerings
Lower-priced offerings (e.g., Whisper Choice, Stayfree Secure, Sofy Bodyfit Pro
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Visual clutter due to excessive information
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Highly functional and factual
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Price callouts are prominently displayed
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Higher-priced offerings (e.g., Whisper Ultra, Sofy Anti-Bacteria)
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Communicate comfort and confidence through emotional cues
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Cleaner layouts with restrained price visibility
Colour Strategy
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Fresh & Standout: We selected a brighter green to bring freshness and differentiate from the deeper, clinical greens commonly used in the category.
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Youthful & Approachable: The tone of green feels more energetic and friendly, aligning with MyWave’s younger, everyday comfort positioning.
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Balanced with Warmth: Accents of lilac introduce warmth and softness, ensuring the packaging still feels gentle, caring, and true to Nua’s brand world.
Brand Naming & Proposition
Objective
Craft a name that feels uplifting, easy to recall, and emotionally empowering, while fitting seamlessly under the Nua master brand.
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Nua MyWave
Proposition: 100% skin-safe protection.
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MyWave represents her own rhythm and pace — a wave that’s uniquely hers. It symbolizes confidence, motion, and choice, empowering her to move forward on her own terms.
Creative Route
My Wave Carries Me Forward​
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Idea: Celebrates momentum and growth, progress as a constant in her life.
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Tone: Energetic, direct, optimistic.
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Core Message: Better period care is another way she’s choosing to move forward.
I explored multiple directions for Nua’s packaging by experimenting with soft, skin-first colour palettes and vibrant functional accents to create clear product segmentation while staying aligned with the brand’s gentle, trustworthy tone. In parallel, I developed hierarchy and packaging assets derived from Nua MyWave, ensuring the final system feels both functionally clear and emotionally comforting.
Building a Cohesive,
Multi-Category Nua Portfolio
Alongside Nua MyWave, I also worked on extending the Nua product portfolio across multiple categories, including the maternity range, panty liners, tampons, and the skin range featuring sheet masks, pimple patches, nose strips, intimate wash, and roll-on deodorants.
Photographed by the Nua team.
Photographed by the Nua team.
Photographed by the Nua team.
