Flower Power

For what must be the most sought-after product in 2020, the look had to be just right. Zewa backs a winner, choosing romantic, playful packaging design.

Listen

For the past two years, in collaboration with HAJOK Design, Essity has launched three special toilet paper editions each year of the successful Zewa brand. The special thing about the Spring 2020 edition was the fresh fragrance, which should be apparent at first glance of the packaging design. The target group are design-savvy consumers who also appreciate an appealing look when it comes to toilet paper and who want to do something good for themselves and their bathroom.

Understand

In terms of design and colour scheme, the special editions always strongly stand out from the standard range. After intensive trend research, HAJOK Design developed colourful and eye-catching design concepts and the appropriate names. Essity chose the "Spring Awakening" option, as this had also won over more than 500 consumers in an online market survey.

Create

The packaging design is pure springtime – delicate magnolia branches and illustrated birds surround the logo, various shades of green and eucalyptus leaves evoke relaxation. This makes the romantic, dreamy design an eye-catching addition to any bathroom!