To kick off the creative process, an exploration of different design directions and territories was conducted. It was important for the design to communicate the product’s flexibility, durability, and portability, so numerous ways to express this through the packaging were investigated.

This preliminary step led to defining project objectives, which, in turn, allowed the agency-partners to arrive on the inspiration that aligned with the overall goals of the brand owner. This inspiration allowed for the establishment of an overall strategy, master theme, color palette, and design principles – and informed the final designs.

The team conducted numerous research studies regarding purchase intent, consumer placement, ideal pack graphics, and other consumer considerations. The positive results of this research contributed to the final Softpack name, brand proposition, and packaging design.

As a result of this work, Puffs released the first compressible, full-sized package that is designed to fit wherever the consumer needs facial tissues. A new logo and new graphics were created to connote movement and flexibility to help further communicate product benefits, as well as to have aesthetic appeal while in a car or other visible location at which a consumer may need to easily access the product. This new product is not an on-the-go offering; it is positioned as a lifestyle - rather than an occasion - offering. This positioning, coupled with its innovative packaging design, allowed Puffs to take advantage of incremental sales as the first-mover into this consumer space.