Cottonelle

In a crowded, commoditized category full of cuddly bears, cherubs, and rubber duckies, Cottonelle needed to disrupt to earn back their share.

We delivered a packaging refresh that amplifies the brand’s most distinctive asset: the ripple. Once just a functional product feature, the ripple became a flexible and meaningful asset for the brand, driving differentiation and informing a larger brand identity across touch points.

The result is an easy-to-shop design system that radiates sophisticated, skin care vibes – for humans.