Kruger Products is Canada’s leading manufacturer and distributor of tissue and paper towels for consumer, in-home use. Its White Cloud® brand, sold in the USA, offers high-quality bathroom tissue, facial tissue, paper towel and napkin products. White Cloud® has long been available in only one retailer; however, with a plan to expand its distribution came a need for a fresh new look. To reach new consumers, Anthem was challenged with creating designs that balance the functionality of the category with the emotional engagement needed to build brand trust and loyalty.
Through robust design-focused consumer research, Anthem developed a unique visual identity, scalable design architecture, and vibrant, emotive packaging designed to modernize the brand, increase shelf impact, and foster a deeper connection with shoppers. Crisp, bold, bright graphic elements and evocative black & white photography combine to create a look that is truly differentiated within a cluttered competitive set, creating a unique visual personality for the brand.