Project: Packaging redesign
– Improved packaging design for the improved range
-Attract new users for the brand, increase the penetration of the brand on key markets: Romania, Bulgaria.
-Raising the degree of loyalty amongst the main target public: middle & upper social-economic status, urban residence.
To align the design with the brief objectives, but also with the market trends, we defined different structures for the front of pack in the 2 categories: functional-driven in kitchen towels and emotional-driven in the toilet paper category.
We also ensured the larger transparency area we aimed for. Moreover, we increased the differentiation amongst the two categories: emotion vs. performance. Overall, we can say we created an improved hierarchy: brand, claims, assortment.