Case Study: WUKA - Elevating Sustainable Packaging for a Standout Brand

WUKA, founded by Ruby Raut, set out with a bold mission to revolutionise period care by creating reusable, leak proof period underwear that combines comfort, confidence, and sustainability. As the UK’s first brand to offer this high performance alternative to traditional single use period products, WUKA has quickly established itself as a leader in body positivity and eco-conscious innovation. The brand’s commitment to reducing waste and empowering people through sustainable choices extends beyond their product line. It’s also reflected in their packaging.

Since 2018, Lil Packaging has been proud to support WUKA’s sustainable packaging journey. Starting with simple Lil A3 envelopes, the partnership has evolved over time to encompass a full suite of customised, eco-friendly packaging solutions designed to amplify WUKA’s brand values and elevate their customer experience. As WUKA grew, so too did their need for packaging that not only protected their products but clearly communicated their sustainability story and helped them stand out in a highly competitive market.

WUKA’s challenge was multifaceted. They needed to refresh their packaging to better align with their evolving brand identity and to cut through the intense marketing noise in the period care space. Their packaging needed to feel premium and make a lasting impression on customers, especially at the critical unboxing moment. But, importantly, they wanted to do this while doubling down on sustainable packaging principles.

WUKA was sourcing their custom printed mailboxes from China, which added complexity, longer lead times, and a larger carbon footprint inconsistent with their eco-conscious values. Their aim was to consolidate their packaging supply chain to a reliable, UK based company that could offer fast turnaround times and quality sustainable packaging at a competitive price point.

Maintaining affordability was vital. WUKA is passionate about making sustainable period care accessible to everyone, and the packaging needed to reflect that ethos without driving up costs for customers.

Our approach to WUKA’s packaging re-brand centred on simplicity, impact, and sustainability. The decision was made to unify all packaging elements - the Kraft bags, envelopes, and mailboxes, with a consistent one-colour black print on brown kraft material.

Why this design? Kraft brown is widely recognised as a sustainable packaging material due to its recycled content and recyclability. Printing in a single colour reduced production complexity, which lowered costs and shortened lead times, while still delivering a striking, premium look. Black ink on brown paper creates a bold contrast that enhances brand recognition and ensures readability, which is especially important given WUKA’s clear, confident messaging.

Once WUKA submitted their artwork, we provided detailed guidance to optimise print quality and explained the practical advantages of a streamlined, monochrome design versus the lighter colours they initially considered. This helped them understand the cost efficiencies and environmental benefits of the chosen route.

Throughout the process, we also advised on tooling and material choices to ensure each packaging component was robust enough to protect the product, yet lightweight and eco-friendly to minimise waste.

Over the years, our partnership with WUKA has grown organically alongside their evolving packaging needs. Starting from basic Lil A3 envelopes in 2018, we gradually introduced fully custom printed envelopes that better reflected their brand identity. In 2024, we expanded their sustainable packaging range by adding custom printed LB5-GST Kraft bags, enhancing both function and customer experience. Then in 2025, the full packaging rebrand was completed with UK made custom mailboxes, replacing previous overseas suppliers. Throughout this time, WUKA has balanced the use of bespoke packaging with Lil Packaging’s catalogue products to ensure operational continuity and flexibility, all while maintaining a strong focus on sustainability and quality.

The rebrand and packaging consolidation delivered meaningful results across several key areas:

Stronger Brand Presence

The unified, minimalist design gave WUKA’s packaging a clear and confident voice that stands out in customers’ hands. The premium feel matches their product quality, reinforcing brand trust and loyalty.

Enhanced Sustainability

Switching all packaging production to a UK based supplier drastically reduced WUKA’s carbon footprint and improved supply chain transparency. The use of recyclable kraft materials and a single colour print approach minimised environmental impact without compromising aesthetic appeal.

Operational Efficiency

Consolidating packaging suppliers simplified ordering and reduced errors, saving time and money. Faster turnaround times from local production mean WUKA can respond quickly to demand spikes without risking delays or stockouts.

Elevated Customer Experience

Customers now enjoy a seamless, thoughtful unboxing experience, reinforcing WUKA’s premium and eco-conscious brand values from the moment they receive their order. This adds value beyond the product itself, encouraging repeat purchases and positive word-of-mouth.