Responses by Alina Hatlas, client director; and Witalij Jackiewicz, creative director, PG Branding.
Background: The goal of this project was straightforward: to bring to the UAE market a new brand of bamboo toilet paper. Such projects serve a higher purpose. Bambuyu toilet paper helps with reforestation, helps us conserve resources, and generally leaves a smaller carbon footprint than regular toilet paper. The target audience is modern, thoughtful people who consume responsibly, starting with their basic hygiene needs.
Design thinking: This is not the first toilet paper in the world to be made from bamboo. Other players in the market already actively use first-order associations that could work in design: images of pandas, bamboo bushes, leaves, and ecological and natural icons. Therefore, we decided to give Bambuyu’s design a vivid, expressive character. We used different shapes in the pattern: soft and sharp figures as well as thin and thick lines. Thanks to this, the packaging turned out to be bright, contrasting and unique.
Challenges: In this project, it was important not to overdo it with the pattern’s complexity. We tried to strike the perfect balance between the decorative design of the product so it does not distract from its functional features and attractive packaging that would let consumers quickly identify the bamboo paper in front of them.
Visual influences: We were inspired by simple geometry, which can manifest unusually in combination with exciting colors. The minimalist trend here is combined with a palette that is great for the UAE target market.
Time constraints: We are working within the framework of the deadline that we have. Perhaps we would have provided more concepts to choose from or worked with the brand’s mythology to create patterns with deep meanings that would reflect cultural or regional characteristics. In any case, as we said above, it’s important not to overcomplicate and overthink.