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Papia demanded its 3 and 4 layered toilet paper packages with the “cottony softness” claim, to have more premium and modern look and to be distinctive at the market shelves.


In the name of differentiation from rivals, old style images such as cotton and feather, which are symbols of softness, were not used on the design. The softness was emphasized using purple silky texture visual on the package. Product features were placed on the packaging in a simple and clear way. Some part of the package was left transparent so that the products could be seen by the consumer. Package has become more premium and modern look with the metalized effects.


Softness was highlighted in the package and more premium and modern design which is inline with brand’s claim was prepared.

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