Brand Packaging

USA > Viva paper towels

April 12, 2010
AFTER


BEFORE

In order to bring a consistent look to the portfolio, Kimberly-Clark redesigned its Viva paper towels. The new packaging features an updated logo, new navigation system and new color scheme. The previous design displayed a purple, wave-like graphic to demonstrate the product variety. The new design retains the purple wave, but adds bright, bold colors to help shoppers better differentiate varieties. In fact, testing proved that the new color scheme and layout made it easier for shoppers to navigate the packaging and more easily find the roll size/variant/print pattern they were looking for.

LAUNCH DATE
February 2010

PACKAGE DESIGN
Wallace Church, www.wallacechurch.com