Essentials
Paper Towels
Branding / Packaging Design / Website Design
Client
P&G and Sterling
Goal
Develop a brand and website for a direct-to-consumer paper towel marketed towards women who are characterized as youthful, self-sufficient, and practical
Strategy
With this project, I worked closely with the client, so each step I communicated my progress, collected feedback, and implemented changes based on the client’s wishes
Starting Design:
To begin this project, the client gave me a design they liked as a starting point. They liked the shapes and energy involved with the design, but were afraid that, overall, it looked too much like lemons; they said the final brand shouldn’t look like fruit or else consumers might think the paper towels were scented.
Step 1: Colors
The client wanted colors that felt sophisticated, without being bland. Yellow was strongly discouraged because the client was worried that if the shapes looked like lemons that it would give the impression that the product was scented. I settled on the orange, blue, and green color palette because it managed to hit a balance between feeling mature and playful.
Step 2: Composition
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First, the client wanted the shapes to be made less geometric and for the overall design to be looser and more energetic. They also sent along more text they wanted on the packaging.
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At this stage, they were happy with the design, but they weren’t sold on the logo. They also updated the detail text they wanted on the packaging and requested that I design a subtle embossment.
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And this was the final design we ended with for
the packaging.
Step 3: Wireframes
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For this direct-to-consumer product, I decided the website would cater to the target audience’s “no-nonsense” and practical sensibilities by keeping the home page simple.
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The client wanted this product to have multiple options in how it could be ordered and an option to subscribe to deliveries of the paper towels. With these stipulations and a tone decided on, the design came together easily.
Step 4: Copywriting
I chose to keep the product description short, but utilized key words to both describe the product in an appealing light and make the page more likely to appear in searches.
Step 5: Website
