Building on the existing brand equity of Western Canadian bathroom tissue category leader Purex, design agency Shikatani Lacroix has brought the product’s packaging graphics into full bloom, creating a dynamic and contemporary look via some skillful pruning and nurturing. Explains SL senior account director Diane Mullane, the directive given to SL by brand owner Kruger Products L.P. was “to evolve the packaging so it was consistent with Purex’s new and contemporary brand idea,” using existing package elements, including a purple background and a flower graphic. “The creative had to deliver a strong impact to break through the clutter of competitive packages on shelf,” she says.
Among the changes made to the existing graphics on the film wrapper for three varieties of bathroom tissue, the design has been simplified, making key callouts easier to read. “This is important, as consumers make at-shelf buying decisions within seconds,” says Stephen N. Blythe, category director, Bathroom tissue, Kruger. An updated Purex logo is outlined in a bright blue, bringing attention to the brand name, with the logo centralized to command more attention. An enlarged flower graphic positioned behind the logo enhances the brand name as the focal point. In addition, the wordmark and flower are anchored in a wave backdrop outlined by a band of color, “creating a dynamic and contemporary look,” says Mullane.
