disrupting an aisle of fluffy bears and angels on clouds with bold & sophisticated skincare vibes

why

To set the Cottonelle brand on a course for future growth and present a strong challenge to category leaders.

how

By transforming the toilet paper category from basic function (soft & strong wiping device) to higher order benefits (keeps my intimate skin healthy).

what

A reimagined visual identity and packaging system that leans into Cottonelle’s most iconic product feature: the ripple.

my role

I completed this work while I was the Creative Director at Design B&B: a hybrid role as key client contact, project manager, creative lead, and design strategist (in addition to frequently rolling up my sleeves and designing hands-on). It’s a lot to take on, but it’s my favorite way to work: zooming out to see the forest, zooming in to see the trees, and cultivating strong relationships with every member of the team, both internally and on the client’s side.