Naturale is Australia’s best selling brand of recycled toilet tissue.
Partnered with leading environmental organisation, Planet Ark, the brand aims to manufacture sustainable paper products by saving valuable resources such as pulp and water, and helping to reduce landfill.
This project was executed in collaboration with Gorilla Communications.
The challenge was to help the brand increase product sales by broadening its appeal.
Naturale Toilet Tissue and Paper Towels are sold at major supermarket stores including Coles and Woolworths, and therefore the packaging had to entice consumers from the aisles of cluttered products and brands.
The solution was to give the product a ‘soft and luxurious’ rebrand and market it as a deluxe product that is “soft on nature, soft on you”.
The packaging and the logo were first to receive a revamp, followed by the website.
Soft pastels, neutral colours and freehand illustrations with naturally rounded silhouettes were introduced to visually enhance the feeling of ‘soft’. The family of illustrations were inspired by the artwork on Planet Ark’s web landing page and were restyled to compliment the new Naturale logo.
Visual elements across the packaging and website layouts were reorganised and decluttered. More ‘breathing space’ was opened up in the layouts, establishing hierarchy and a clean, contemporary atmosphere.
Digital and print media ads were created to market the new packaging design during National Recycling Week; a campaign endorsed by Planet Ark. The ads were displayed across web, indoor and outdoor media and newspaper press ads.
