Kimberly Clark

Angelini Design updates the new Scottex Toilet Paper range. Of great importance to Kimberly-Clark, the restyling of the packaging system involved the development of a “premiumization” strategy, segmenting and differentiating all existing products. “There’s no better choice for your most intimate side” is the range’s new positioning, a strategy that offers the consumer the possibility of choosing the product most suited to their needs by diversifying the individual products. A new texture for the whole range, updated colour palettes for individual products, new descriptor system and texts and a new naming system to position Scottex Original at the centre of the range, in the role of premium product.