The design was executed by a team led by Wallace Church Assoc. (New York NY). Linking these "advanced personal hygiene" products together is a large flowing C-shaped ribbon wrapping the package face and clearly differentiating Cottonelle from other tissues. The color of this "brand mnemonic" changes for each of the three products. The design concept also incorporates graphic icons that connote the primary benefits of the products. The hypoallergenic product for example features an icon of a cotton ball symbol of purity and softness. The aloe plant icon used for the personal wipes symbolizes natural nonirritating skin care. And though baking soda has no recognizable symbol itself the design team explored its attributes including absorbency and smoothness to create an icon that combines a feeling of blue sky pure water and fresh air.