Cipla Health, a leading consumer healthcare company in India, has launched a new brand called Unfold, which marks its entry into the sexual wellness category. Unfold aims to promote openness, trust, and choice in intimate wellbeing, and its visual identity was developed in collaboration with dCell, the design arm of MullenLowe Lintas Group. The goal was to create a modern and distinctive look that would set a fresh tone for the category and stand out among global condom labels.
According to Shivam Puri, Managing Director and CEO of Cipla Health, the company is committed to providing wellness products that enhance overall health and wellbeing. With Unfold, the company has entered the sexual wellness category with products guided by strong consumer insights, where trust is a paramount consumer need. The packaging design plays a crucial role in establishing brand credentials, and dCell has translated these insights into a modern packaging design that feels fresh and reframes intimacy while staying stigma-free.
The design of Unfold’s logo and packaging is inspired by the idea of “unfolding” layers of passion and intimacy. The bold, vibrant colors and dynamic design system evoke excitement and desire, while a metallic holographic finish adds a layered, premium appeal. Bhumika Shah, Executive Design Director at dCell, notes that Unfold is more than just a product – it’s a step towards normalizing conversations around intimacy in India. The brand’s stylish, modern, and aspirational identity reflects a growing demand for sexual wellness products that are discreet, aesthetically appealing, and uncompromising on quality.
The response to Unfold has been encouraging, with both consumers and trade partners showing positive feedback. The brand is on its journey to deliver real impact and promote a more open and stigma-free conversation around intimacy in India. With Unfold, Cipla Health aims to provide a fresh perspective on the sexual wellness category and establish itself as a leader in the market. The brand’s modern and distinctive design is expected to appeal to a new generation of consumers who are looking for products that are both effective and aesthetically pleasing.