Attend PACK EXPO – this year’s can’t-miss event in Chicago, Oct 23-26.
Discover solutions from 2,000+ exhibitors to advance your operations and network with colleagues at PACK EXPO International.
REGISTER TODAY

Holistic design

Libby Perszyk Kathman (LPK), in partnership with Procter & Gamble’s Bounty brand, created a holistic branding program for a new mid-tier Bounty Paper Towel brand called Bounty Basic.

Pw 11551 Bounty Basic

“Bounty Brand resulted from a deep understanding of unmet consumer needs. Bounty Basic has superior wet strength relative to other mid-tier towels,” says Brad Schwan, Bounty Basic brand manager. "Consumers told us they wanted a good product at a great price. The product name, packaging, and all other consumer touchpoints had to quickly communicate this.” Through strenuous consumer and shopper research, LPK designers were able to develop a compelling brand expression. The tagline, “Practical. Not Pricey.” is featured prominently as well as the brand name, Bounty Basic. Other distinguishing graphic elements include the “Basic” blue logotype, and the yellow and orange hexagonal holding device (reminiscent of the honeycomb texture of the paper towel). Bounty Basic retails in 1-roll, 3-roll, 6-roll, 8-roll, 12-roll, and 15-roll sizes.

The top conveying tips
Read best practices to ensure efficient product handling.
Download Today
The top conveying tips
Test Your Smarts
Take Packaging World's sustainability quiz to prove your knowledge!
Take Quiz
Test Your Smarts