Essentials
Created a new to world direct to consumer paper towel brand with physical and digital touchpoints
2021
Process
01 Client Brief
In the client brief phase, we collaborated with P&G and Sterling Brands to understand the target market and develop the Essentials brand. We were introduced to the "household hero" persona and tasked with creating a direct-to-consumer paper towel brand that covered multiple objectives, including a brand mark, brand world elements, packaging, shipper packaging, emboss, and interface design. The client also provided three different moodboards, offering distinct creative directions for us to explore.
02 Sketches
In the sketching phase, I developed a series of colored sketches based on the three moodboards provided by the client. After presenting these options, the client selected their favorites, and we were tasked with bringing a fellow designer's sketch to life in the next phase, building upon their initial concept.
03 Design Iterations
In the design iteration phase, I refined the selected sketch by incorporating the client’s feedback. They liked the circular pattern and wordmark but were unsure about the green color, so I experimented with a new typeface that preserved the circular shapes and explored various color options and layouts. After multiple rounds of client feedback and internal critiques, I finalized a design that met both the brand's needs and aesthetic goals.
04 Solidify Branding
Once the packaging design was finalized, I shifted focus to extending the branding across both digital and physical touchpoints. To ensure consistency across all platforms, I explored different photography styles, developed patterns, refined copywriting, and expanded the color palette, creating a versatile system that would work seamlessly across various applications.
05 Physical Touchpoints
In the physical touchpoint extension phase, I focused on refining the embossing of the towels and the corrugate shipper design. It was crucial to work within the constraints of the vendor and print capabilities, ensuring that the designs were not only visually appealing but also practical and feasible for production.
06 Digital Touchpoints
In the final phase, I extended the branding to digital touchpoints by designing both a landing page and a shop page, optimized for desktop and mobile views. I incorporated persona-driven copy, key brand elements, and applied UI/UX best practices to ensure a seamless and engaging user experience across all digital platforms.
