White Swan Facial Tissue’s New Look
BACKGROUND
With environmental consciousness more prevalent than ever among consumers, Kruger Products initiated a redesign of their White Swan facial tissues with Shikatani Lacroix in order to dial up communication of the environmentally friendliness of the brand, and fully leverage this positioning.
CHALLENGE
Considerable copy information needed to appear on the carton within a limited area, and there were various technical requirements that had to be considered. Since the tissue cartons are intended to blend in with consumers’ home décor, it was important for the design to achieve the client’s communication goals without looking too extreme in order to appeal to the brand’s main target market: primarily women with families, who care about the environment.
SOLUTION
The SL team developed several design concepts, working with a colour palette that reinforces the environmentally friendly aspect of the brand while adhering to the communication and technical requirements. A customized mobius symbol was created for the package, which also features Nature Canada and Ecologo icons, romance copy outlining the brand’s commitment to environmental responsibility, and the tagline “caring for the environment”.
RESULT
The new design effectively supports the White Swan brand position as an environmentally responsible facial tissue, which has already demonstrated a positive impact for the brand and an increase in sales.