Like all grand ideas, this was a deceptively simple idea. Taking this to the market required some clear communication. Cryocure was a simple medical device to treat haemorrhoids in a simple manner, based on an age-old technique.
The device provided relief and treated haemorrhoids through intense chilling action. Taking cues from that, cool ice-blue and complementing white inspired from the snow covered landscapes were used. For both the packaging and website the focus was on effective communication with illustrations. Since this condition itself had some stigma, the first step was to normalise it and give enough information about it and convey how it can be treated. The website provided information about the same.