SpongeTowels is one of the top players in the paper towel category. To continue to drive growth in the premium category, SpongeTowels planned the launch of an innovative new paper towel that is extremely strong and abundant, in fact 35% more absorbent and 300% stronger than the current leading premium paper towel. A product that is more cloth-like than paper. SL initiated an extensive package design process, exploring a range of concepts that effectively and visually communicated the key benefits of the brand, while considering various colour options for the Splash, at the same time staying within the regular line of SpongeTowels.