Mumbai: Cipla Health, a consumer healthcare company, has made its entry into the sexual wellness segment with the launch of Unfold — a thoughtfully designed brand that embodies openness, trust, and choice in intimate wellness.
To bring this vision to life, Cipla Health collaborated with dCell, the specialist design arm of MullenLowe Lintas Group, to create a contemporary, bold visual identity that seeks to redefine the aesthetics and tone of the sexual wellness category in India.
dCell’s design approach for Unfold was anchored in the ambition to create a brand that could stand confidently alongside leading global names, while simultaneously challenging the conventional and often stereotypical representation of intimacy in the Indian market.
Sharing his thoughts on the collaboration, Shivam Puri, Managing Director and CEO, Cipla Health, said, “At Cipla Health we are committed to provide wellness products that focus on enhancing overall health and wellbeing. With Unfold we have entered the Sexual wellness category with product offerings being guided by strong consumer insights. In this category, trust is a paramount consumer need and packaging plays a crucial role in establishing brand credentials. Our packaging design partner Dcell has translated these insights into a modern packaging design which feels fresh and reframes intimacy while staying stigma free. This has resulted in packaging that not only stands out visually but also powerfully communicates the brand’s message.
The response from both consumers and trade partners has been quite encouraging and the brand is on its journey to deliver real impact.”
Adding perspective on the design philosophy, Bhumika Shah, Executive Design Director, dCell, said, “Unfold is more than just a product — it’s a step towards normalising conversations around intimacy in India. Moving away from the stereotypical design cues of the category, its stylish, modern, and aspirational identity reflects a growing demand for sexual wellness products that are discreet, aesthetically appealing, and uncompromising on quality.
The logo and packaging draw inspiration from the idea of ‘unfolding’ layers of passion and intimacy. Bold, vibrant colours paired with a dynamic design system evoke excitement and desire, while a metallic holographic finish adds a layered, premium appeal.”
