Description:

The paper towel category can be considered one of the last supermarket areas that has lacked any branded effort to inject personality and relevance into the offering. Instead, it is an example of brands following the commoditised norm.

The team behind Tuffy were aware of several issues with the current brand. It lacked the strength of absorbency of its close competitor, which they had worked diligently to remedy, creating a new product just as good, if not better. From a brand perspective, they knew through research that its competitor brand was more well-known and that Tuffy was perceived as too masculine and 'budget'.

Our response was to reframe what a Tuffy towel is used for in a modern New Zealand family home - the small messes that happen every day. Our new positioning of 'Mess Happens, Get Tuff!' is a simple proposition...these things happen, and Tuffy is there to help out. It is a universal, democratic idea with positivity and a Kiwi 'can-do' attitude.

This allowed us to relook at the packaging and category language in general from a different angle. Rather than bland utilitarian sameness, we created a new brand toolbox loaded with positivity. The use of colour sets the tone for the brand to challenge the perception of paper towels and their position as an essential pantry staple. Vivid, full-colour imagery brings well-known small messes and usages. Strong saturated colours with a dimensionality, previously unseen in the category to them that creates dimension on the pack act as simple acknowledgements that these things happen - use Tuffy towels are strong and absorbent enough to clean them up.

Background colour palette positions the brand as the bright modern option in the aisle. This category is predominantly known for its blue (utilitarian) use, while its close competitor uses bright artificial orange to brand block. The Tuffy colour palette challenges this. With the big and bold Tuffy wordmark as the cohesive graphic element, rich background colours help to navigate the range while also bringing life and sparky energy to the aisle. Rich purple, bright pink and green - all radical colours which act as proud signifiers for what Tuffy is and stands for.