VLORA+ by Weleda and Dr. Sheila de Liz

With the new Intimate Care range, Weleda and Dr. Sheila de Liz set out to reposition intimate care. For Weleda, this is a new category. The brand aims to establish a clear presence in this segment while credibly combining expertise, naturalness, and modern wellbeing. baries design was asked to create a packaging design that makes this ambition visible and clearly sets the range apart from conventional intimate care products. The challenge was to present a sensitive topic in a positive, premium, and desirable way without making it feel medical, purely functional, or generic. At the same time, the design needed to stand out on shelf, encourage new users to try the range, and position intimate care as a natural part of modern self care routines.

baries design gave the range a deliberately colourful, optimistic, and disruptive look and moved it visually closer to a modern lifestyle brand. Instead of relying on the familiar codes of classic intimate care, the packaging works with vivid colours and soft gradients. This translates the softness and sensitivity of the category into a visual language that feels approachable while creating strong shelf impact. The result is a look that defines intimate care not through shame or problem solving, but through wellbeing, confidence, and self assurance.

We also shaped the range with a distinct verbal and visual identity. With vlora, baries design created a name that subtly references intimate flora through the use of a V instead of an F, while also feeling floral, playful, and young. To make this individuality and sense of premiumness visible, we refined the name with gold foil. The design is further supported by a developed icon that visually interprets the female intimate area while also evoking the shape of a flower. In this way, the design brings together category relevance, sensitivity, and premium appeal in a clear and contemporary form.

The result is a packaging design that visibly breaks with category conventions and gives Weleda x Dr. Sheila de Liz a distinctive presence in intimate care. The range feels modern, premium, and highly eye catching. It clearly differentiates itself from the competition and transforms a sensitive topic into a positive, relevant, and desirable brand moment. Intimate care becomes more than care. It becomes a statement.