PAPER TOWELS EXCITING REDESIGN

As an established brand of paper towels, Tuffy recently saw an opportunity to energise sales by refreshing its branding and packaging.

the value of standing out,” said Grantham.

“One of the keys to that is packaging and, even with well-known and successful products, a packaging refresh can get immediate results- as well as long-lasting ones.”

Onfire moved away from the previous masculine look and aimed to appeal to a broader audience. Built around the line ‘Mess Happens. Get Tuff.’ the packaging was modernised with fun and colour not usually associated with paper towels.

In a generic and highly commoditised category at the Point of Sale, Onfire Design was tasked with giving Tuffy a modern edge to make it stand out from the competitors.

Led by Creative Director Matt

Grantham, Onfire challenged its client, Cottonsoft, to take a less conservative approach, reflect more contemporary values and capitalise on the value of the brand name ‘Tuffy.’

“Experienced brand owners that compete in crowded markets understand

As a result, new life has been breathed into the mature brand, and Tuffy has regained real presence on the shelf.

To complement the new packaging, Onfire has also developed a communication strategy for a national campaign featuring a new TV spot.

“We take all the values and features that make up an identity and translate them into visual elements that customers love. It’s more than packaging. It’s all about communication and story-telling that can carry across any media,” shared founder Sam Allan. www.weareonfire.co.nz n

To ignite your brand, get in touch with Sam and Onfire Design at 09 480 2036 or 021 608 204.