The client —
White Leaf Premium was launched as a sophisticated quality brand of toilet tissue and tissue paper products, for people seeking balanced elegance in their everyday life. The product range was placed in the Greek retail market with no advertising, and within a short period of time, it gained a remarkable market share and consumer loyalty.
The creative concept —
We created the concept from scratch and designed the complete brand identity, including the name, packaging, print material and digital communication.
The brand logo works as the key visual on the pack and as a window that reveals the product. At the same time it illustrates the form of the product itself, the paper. The packaging is monochromatic, minimalistic and neutral. This way it achieves high engagement with the consumer and it can easily blend with different tastes and adapt to various spaces as an object.
The design direction was to differentiate the White Leaf Premium brand from the mainstream global brands that tend to be more decorative. We wanted to create a new perception about paper in the consumer’s mind and highlight the product innovations that White Leaf introduced to the market: new type of packaging, new ways of using paper and more.
In the second phase, we developed the packaging and communication material for the launch of two new B2B products. The single-wrap WL Premium one and WL Premium cube are innovative products that target the hospitality market. We created a promotional video using the stop-motion technique to introduce the WL Premium cube. Print ads and print brochures were also part of the deliverables for this launch campaign.
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