a new-to-the-world Direct to Consumer paper towel brand
Service
Package Design
Brand Identity
UI/UX
Client
P&G
Sterling Brands
Year
2021
Overview
Essentials is a mid tier paper towel brand geared toward a younger, larger household size, high paper towel consumption, middle income/education, & more ethnic minority. This was about a three week process with direct feedback from the client starting with sketches and ending in a full paper towel brand. The main project objectives were an essentials brandmark, brand world elements 2-roll paper towel packaging, a 12-roll shipper box design, a paper emboss, and a DTC interface design featuring a product and shop page on both desktop and mobile.
*See process book here for a deeper look into this project
FINAL DESIGNS
Final 2-roll Packaging and 12-roll Shipper
User Interface Landing Page
Paper Emboss
User Interface Product Page
Brand Decisions
This is the final 2-roll paper towel packaging. After rounds of sketches and feedback I decided on various brand decisions that allowed for this packaging to expand to a full brand that spans across multiple mediums.
Emboss
My main brand pattern used a lot of circles so I wanted the emboss be different enough due to the proximity, but also make sure it paired well. So, I chose to use much smaller circles in a radial pattern.
Typeface
The main focal point of this packaging is the large circle which shows the name and tag line of the brand. Since it is a circle, I wanted this circular theme carried through to my typography choice.
Pattern
I started this process with just a polka dot pattern in the background. As I continued to grow this brand I saw opportunities to strengthen the pattern. Since the typeface I chose is circular I incorporated the “e” into the pattern tilted some of them so it read more as a pattern and less as words.
Color
I explored multiple color options for this brand including green and pink. I decided to go with blue because I thought it fit back to the original moodboard the most and promoted the idea of cleanliness. I wanted to keep the brand monochromatic with one blue at first, but added in two other blues so that I could have more variation as the brand grew to other mediums.
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PROCESS WORK
Exploration of color, pattern, and main image mark
Exploration of pattern and mandatory elements and solidified colors and image mark