Shikatani Lacroix

BACKGROUND

Kruger Products Limited , makers of Scotties Facial Tissue decided to launch a printed facial tissue, a product that is available throughout Europe but only in limited availability in North America.
Research showed that interest in printed tissue existed and they were perceived to be classy, novel and innovative. It also revealed that consumers felt tissue patterns added decorative possibilities.

CHALLENGE

One of the key motivators in facial tissue purchases is package design. Since facial tissue shelves are saturated with designs , Scotties needed a design with strong shelf influence, and felt that simplicity was key. The design had to target women and convey an indulgent product. Communication of printed tissue is key since the product is new to the market. Options for a sub brand description had to be explored as well. Kruger also wanted SLD to consider possible colour variations in order to extend the line.

SOLUTION

Shikatani Lacroix used the rose flower as the design inspiration for the motif, which came out as the favourite pattern in research. The design appeals to women, and is simple but elegant, with an indulgent feel. The design of the overwrap helps to communicate the new concept in facial tissue.

RESULTS
SL’s design successfully positioned Scotties Inspiration printed tissue as a indulgent product in the facial tissue market. While simple and confident, the new package design is distinctive and feminine. The packaging successfully breaks through on shelf, differentiating and reinforcing the brand’s leadership role in the market.