Tuffy is the most absorbent and strongest when wet paper towel in Australia.
Owned by Quilton, Australia’s most loved toilet tissue, Tuffy is available exclusively at Woolworths supermarkets.
This project was executed in collaboration with Gorilla Communications.
The mission was to introduce the newly invented ‘most absorbent and strongest when wet paper towel in Australia’ to Australian consumers.
The project started from establishing a brand name, to creating packaging design, brand personality and marketing campaign.
The product packaging had to visually fit into the ‘cleaning product’ category yet look prominently different to other competitor paper towel brands sold at Woolworths.
The paper towel brand was named ‘Tuffy’ – a strong and tough character that would be Australia’s favourite little helper for cleaning the household.
A strong, robust and clean brand identity was created. The Quilton royal purple was brought in as the main brand colour to link Tuffy back under its mother brand umbrella. Bold yet fluid silhouettes were balanced with clean sharp edges to create a modern and immaculate look.
The product was also advertised across various print and digital media including magazine ads, bus backs, digital online banners, electronic digital marketing, etc…
Tuffy 3 Ply Paper Towels have been very popular ever since its launch in mid 2017 it now comes in the larger eight pack as well as Tuffy Triple Length.
