Burgopak packages at-home mole screening kit for Map My Mole

Burgopak, a packaging design agency based in the UK, has developed new packaging for the Image Capture Kit from Map My Mole, a private service that provides remote assessments of moles and skin lesions.

The kit contains a clinical dermoscope, which is a magnifying lens attachment for smartphones. The lens allows users to capture medical-quality images of moles at home for assessment by a consultant dermatologist, requiring packaging that provides security and protection.

Since the kit is sold through pharmacies and clinics and mailed directly to users, the design needed to support use in multiple settings, according to Burgopak. It needed to be clear and approachable enough for users to understand independently.

Willemijn Zandt, senior healthcare project manager at Burgopak, tells Packaging Insights: “The question we ask is whether the packaging is sending the right signals through the chosen structural interventions and is it the right canvas for the artwork, messaging, and visual identity.” 

The packaging aims to create a clear, reassuring user experience for at-home skin lesion assessments.“Communicating trust and efficacy are first and foremost. This packaging uses a clear and considered layout of instructions for use and components — there is a functional nature to it. The artwork from Community Dermatology has a very clean, professional, and efficient look to it. Together they give the pack an obvious healthcare ‘feel’.”

Positive unboxing experience

Burgopak aimed to engineer packaging that provides coherence to the content, with a clear arrangement of the lens, sachets, and instructions, while leaving a “reassuringly positive first impression.”

The packaging for Map My Mole’s Image Capture Kit features a sliding design and is made from Metsä Board Pro Folding Boxboard Bright.

“We were mindful that this is a medical device that arrives at what could be quite an anxious moment for the user. The sliding opening isn’t there to shout but to add a layer of interest. The lens is made to look like a hero product as it’s nested in its fitment. The packaging feels more than just a container,” shares Zandt.

Tottie Dalton, operations director at Map My Mole, says: “The Burgopak design team marry the functional effectiveness from healthcare with the elevated user experience and brand building typical of consumer products. This is what drew us to them as our design partner. We’re thrilled with how the packaging looks and the kits are already helping thousands of people with concerns about new or changing moles.”

Health and personal care packaging is evolving beyond product protection to deliver more interactive and engaging user experiences.

This month, Nuon Medical expanded its packaging product lines for hair, face, and body care brands, featuring red light therapy and additional integrated technologies designed to enhance product dispersal and efficacy.

Last year, Smurfit Westrock Chesterfield equipped Dermalux, a medical LED phototherapy device company, with a recyclable and reusable corrugated cardboard box for protection. The solution was developed to create a positive unboxing experience for customers.