Client:
Kimberly Clark, Plenitud
Country:
Latin America
Task:
Packaging Design
Plenitud Adult Care: Empowering Dignity Through Empathy-Driven Packaging Design
Plenitud, Latin America’s leading adult care brand, partnered with Imaginity to transform its visual identity across two consecutive design phases. We replaced traditional clinical imagery with active seniors and gender-specific packs, while redesigning the typography and functional iconography to confidently communicate freedom, advanced technology, and product comfort directly on the front-of-pack.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Comprehensive Wellness-Focused Redesign: A complete transformation of the packaging design framework, shifting away from clinical tropes toward a visual language that reinforces confidence, dignity, and personal well-being.
- Gender-Specific Architectural Segmentation: An evolved corporate design system utilizing a cohesive chromatic palette to logically partition variants for men and women, creating instant familiarity on retail shelves.
- Bespoke Functional Iconography System: Development of an exclusive, minimalist iconography suite that distills complex product technologies and anatomical benefits into highly readable graphic assets.
- Streamlined Typographic Hierarchy: An optimized front-of-pack information layout designed to accelerate the consumer and caregiver buying decisions through immediate size, absorbency, and variant differentiation.
- Humanized Active-Lifestyle Imagery: The inclusion of contemporary, positive, and active lifestyle photography that resonates with today’s independent older demographic, focusing on comfort, freedom, and an enriched quality of life.
The Challenge
As one of the leading adult care and wellness brands across Latin America, Plenitud faced the strategic need to evolve its visual ecosystem to better connect with a shifting, more active demographic. The brand's legacy packaging layout failed to communicate the true comfort, premium performance, and technological expertise of the product, resulting in low differentiation within a crowded retail environment. Furthermore, the master brand architecture demanded an intuitive structural overhaul; both end-consumers and dedicated caregivers needed a simpler, safer, and faster way to navigate product variants, absorbency levels, and functional benefits at the point of sale.
The Solution
Drawing upon our adult care and wellness design experience, Imaginity developed a holistic strategy balancing empathetic consumer understanding with strict commercial logic. We humanized the face of the brand by introducing vibrant photography of active adults, steering completely clear of the clinical, vulnerability-focused design codes that traditionally dominate the category. Our design team systematically reorganized the front-of-pack typographic matrix, established a consistent gender-based color-coding system, and engineered a proprietary iconography set to communicate complex performance benefits with transparent simplicity.
The Results
The modernized design architecture successfully elevated Plenitud into a contemporary, close, and highly relevant lifestyle brand. By aligning market-leading product technology with genuine emotional appeal, the new packaging significantly streamlines the consumer shopping experience while actively strengthening brand equity and trust. The final scalable asset establishes a unified retail identity across multiple regional markets, validating how a calculated marriage of premium branding, industrial-scale packaging design, and custom iconography can reshape a wellness category and drive commercial growth.
Imaginity is a global packaging design agency specializing in consumer packaged goods (CPG), helping leading adult care, personal care, and FMCG companies create highly impactful visual identity systems for international markets. Our multidisciplinary approach fuses cultural storytelling, disciplined brand architecture, and retail-focused execution to maximize shelf performance, foster authentic emotional connections, and accelerate digital shelf growth.
