Many consumers want to keep their Puffs tissues with them wherever they go. According to consumer insights, rigid tissue boxes were not ideal in many spaces, such as the car, backpack, or the bed. Puffs wanted to create a totally new initiative to grow the category as a whole. This new product was not to be a “to-go” item; it had to communicate lifestyle and the freedom to use it whenever and wherever. The design needed to express the product’s flexibility, durability, and portability, setting it apart from the competitors’ conventional offerings.
Interbrand’s Puffs team conducted numerous research studies regarding purchase intent, consumer placement, ideal pack graphics, and other consumer considerations. The positive results of the study contributed to the final Softpack name, proposition and packaging design. Puffs created Softpack as a compressible, full-sized facial tissue package to fit wherever the consumer needs facial tissue. Interbrand developed the architectural strategy, package orientation, and belly band for the product. Additionally, a new Softpack logo and graphics were created to connote movement and flexibility to help further communicate product benefits.
Interbrand helped Puffs “think outside the box” to create an innovative new offering that allows her to put her best face forward anywhere she goes: a full-sized, flexible packaging option for facial tissue.