Briefly about BRAND & INTENT
Amíu is a women’s health brand focused on high-quality supplements that support natural balance without unnecessary ingredients. The packaging system translates this philosophy into a clear, structured experience — designed to simplify daily routines and encourage consistent self-care.
Package created for everyday use & ritual
MARKET CHALLENGE
The supplement category is fragmented — products are packaged as isolated units, forcing users to manage multiple containers and inconsistent routines. This creates friction, reduces adherence, and limits long-term engagement.
Amíu redefines packaging as a system — one that removes complexity, supports habit formation, and integrates seamlessly into everyday environments rather than being hidden away.
CONCEPT: PACKAGING AS A SYSTEM
The concept positions packaging as an active tool for behaviour, not just containment. Every decision is driven by clarity, continuity, and long-term usability.
By merging pharmaceutical precision with lifestyle warmth, the system builds trust while remaining approachable — transforming supplement intake into a calm, structured daily ritual.
PACKAGING ARCHITECTURE
The system consists of two complementary formats: Daily Stack and Meal Prep, each addressing a different moment of use while maintaining a unified design language.
Daily Stack prioritises long-term usability through a rigid, reusable structure, with subsequent refills delivered in thinner, more cost-effective, and sustainable cardboard packaging. This reduces material consumption over time while maintaining a consistent user interface.
Meal Prep focuses on efficient single-use packaging, engineered for flat shipping and simplified assembly, balancing logistics efficiency with a premium unboxing experience.
Together, these strategies create a scalable system that aligns durability, cost efficiency, and visual consistency.
USER EXPERIENCE & FUNCTIONAL VALUE
The system is designed to actively guide behaviour and eliminate friction.
Daily Stack organises 30 sachets into three 10-day cycles, removing the need for manual tracking and simplifying daily decision-making. Each transition introduces a micro-experience that reinforces engagement and transforms supplement use into a small but meaningful ritual.
The reversible lid extends functionality by transforming into a base, ensuring the packaging remains visible, accessible, and integrated into the user’s environment — increasing the likelihood of consistent use.
Meal Prep introduces a sequential unboxing experience that builds curiosity while guiding interaction. The integration of a reusable metal case extends usability beyond the packaging, supporting on-the-go consumption and increasing product value.
VISUAL & MATERIAL LANGUAGE
The visual system is designed to communicate trust while fitting naturally into everyday spaces.
Structured typography and clear hierarchy ensure readability and credibility, while soft green and lavender tones replace sterile pharmaceutical aesthetics with a warmer, more human-centred presence.
Metallic silver elements unify the system and reinforce a premium identity, while contrasting matte and reflective finishes enhance tactility and elevate the physical experience.
Accent-colored seals serve a dual function — acting as both safety indicators and visual accents within the system.
SUSTAINABLE SYSTEM DESIGN
Sustainability is embedded into the system through lifecycle thinking rather than isolated material choices.
Daily Stack reduces long-term waste through its reusable structure and refill model, optimising both material use and logistics over time.
Meal Prep is based on a fully foldable cardboard construction, enabling flat transport, reduced storage volume, and efficient large-scale production.
These decisions eliminate the typical trade-off between sustainability, cost efficiency, and premium perception.
IMPACT & RESULTS
The packaging system transforms supplement consumption into a structured, engaging ritual while strengthening brand presence.
It’s distinctive design and unboxing experience instantly drove user-generated content and significant organic reach. Sharing unboxing videos became a natural behaviour, amplifying brand visibility without additional marketing investment.
By turning packaging into a system that supports daily habits, Amíu creates long-term user engagement and a stronger emotional connection to the product.
Sustainability is embedded into the system through lifecycle thinking
Credits:
Packaging development and strategy:
Juozas Baranauskas
Packaging development and project management:
Greta Gilvanovaitė
Structural dielines:
Jonas Kazlauskas
Internship packaging development:
Roberta Einorytė
Graphic design:
Ingrida Kirkliauskaitė
Client:
Amíu (Agnė Boravskė, Justė Kulikauskaitė)
Photography:
Packshot (Kernius Pauliukonis, Robertas Gaudiešius); art direction: Ingrida Kirkliauskaitė
