White Swan
White Swan Goes Green
A trusted consumer value brand since 1926, White Swan bathroom tissues, paper towels and napkins were facing increased competition from other value names and needed to stand apart on store shelves. Shikatani Lacroix was called in for a complete packaging redesign spanning a full range of product lines and sizes, and reflecting a bold new environmentally friendly positioning.
The main challenge was to achieve differentiation between White Swan and competitive brands by taking White Swan packaging to a new level in color and design. The labels needed to leap out at consumers in stores, communicating the new environmental friendliness and recycled content of the product, yet keeping in line with the White Swan brand values.
SL was able to explore a range of concepts, leveraging environmental colors and cues. A fresh version of the White Swan logo was created, along with environmental communication banners, a recycling logo, inclusion of Nature Canada information, and accommodation of a variety of related copy. The design is flexible across the entire product line, and leverages the White Swan brand.
The fresh new environmentally friendly White Swan packaging was well received in stores. Consumers appreciate the way White Swan cares for the environment, and its commitment to raising eco-awareness through its packaging and website. As a major supporter of sustainability and recycling initiatives, SL is proud to have participated in this important project.