Sanfe is a personal-care brand rebranding focused on creating a more modern and engaging packaging experience.

The challenge was not simply to redesign the packaging, but to understand the user problem with the existing visual experience and create a new direction that could solve it.

THINKING

I looked at the packaging from the user's point of view.

The existing visual language wasn't creating enough immediate connection, appeal or distinction on the shelf.

So the question became:

How can the packaging make the product easier to notice, understand and connect with?

This led me toward a more expressive, illustration-led approach.

DECISION

I created a new visual language built around illustration.

Rather than relying only on typography and product information, the illustrations became a key part of Sanfe's personality.

The direction was designed to feel modern, approachable and distinctive, while keeping the product information clear.

MAKING IT HAPPEN

I illustrated and developed the new visual system specifically for the packaging.

The illustrations, typography, colour and layout were brought together into a consistent system that could work across different products and variants.

This gave the packaging a stronger visual identity instead of making each product feel like a separate design.

RESULT

The rebrand gives Sanfe a fresh, modern and more engaging packaging presence.

More importantly, the new visual language addresses the original user problem by making the products more noticeable, approachable and easier to connect with.

The illustration isn't just decoration — it became the visual tool for solving the packaging experience.