Andrex looks to natural world for colour inspiration
Posted by: Anthem
Date added: Thu 26 Nov 2009
Andrex®, the UK’s favourite toilet tissue, is this week relaunching its coloured toilet tissue range under the ‘Colours of Nature’ banner in order to bring the design into line with current bathroom trends, improve appeal amongst both new and existing customers and thereby enhance both category and brand performance. The colours for the three new packs, which take their inspiration from nature, have researched very positively and have been particularly well received by a new, younger target audience. The strategy and design for the new packaging have been devised by strategic design agency Anthem Worldwide.
The three new packs, named Aqua Spray, Natural Pebble and Pink Blossom, are designed with imagery that reflect these names, amplifying the natural qualities of the toilet tissue colours. The colouring on the outer packaging has been softened to echo this more natural look, therefore more accurately representing the product inside.
In addition, and for the first time on the Andrex mainline product, the packs feature a clear window panel through which the consumer can now see the roll. This device is enhanced through use of the ever-popular Andrex® Puppy which interacts with the window playfully, acting as a reveal.
Sophie Woodford, Brand Development Manager at Kimberly-Clark, commented: “We love the contemporary new look Anthem has created for our coloured toilet tissue. The new packs exude both quality and a truly natural feel that will engage with today’s consumer. The more contemporary look is in line with current bathroom trends and will have great stand-out on shelf.”
Barry Seal, Managing Director – UK at Anthem Worldwide, added: “It’s been fantastic to work on such an iconic brand. We have taken great care to ensure that the packs are imbued with Andrex®’s brand values, but have had real fun in bringing natural inspiration to the packs through gorgeous visuals and graphics. We really appreciate the trust and confidence that the Kimberly-Clark team have had in us, which has enabled us to really stretch the brief and create a design that we are all very proud of.”
Anthem Worldwide has been on Kimberly-Clark’s design roster since 2007 and has carried out a number of design projects for the company including, most recently, relaunches of Kleenex® Balsam facial tissue and also of the entire Huggies Drynites Pyjama Pants range.
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