Cottonelle
Feel the Ripple effect. 

These days, the toilet paper category is dominated by caricatures and cuteness. Cottonelle had an opportunity to develop a more mature image and, in doing so, stand out from competitors in a category that is dominated by young and child-like designs. It was time to leave the ducks and puppies behind and imbue Cottonelle with strength, sensitivity, and beauty, worthy of a grownup relationship.

Let’s just call this the Ripple Effect — Cottonelle Ripples clean better to make you feel more comfortable, which means you’ll feel more confident and more present in your life. Small thing, big impact. As both the functional and emotional benefit, the Ripple is the hero of our identity system from product to pack to movement. It is delivered in a simple, yet rich way that works with a broader toolbox born of beauty and health cues.

CREDITS

Team Design B&B, 2023

Role Packaging, Brand Identity 

AWARDS 

GD USA Packaging Award 2023 

Say hello at: 

ellieschwartzdesign@gmail.com

© ELLIE SCHWARTZ 2024
Chicago, IL