Creative Agency: 2yolk
Founding Managing Partner: Emmanouela Bitsaxaki
Founding Creative Partner: George Karayiannis
Account Supervisor: Sylvia Galani
Senior Designer: Alexandros Papalexis
Senior Copywriter: Despina Sakellaridi
Studio Manager: Alexandra Papaloudi
CGI artist/Studio Designer: Popy Zafeiraki
Photographer: Katerina Xeiladaki
Project Type: Produced, Commercial Work
Client: INTERTRADE HELLAS A.B.E.E.
Location: Athens, Greece
Packaging Contents: Tissues
Packaging Substrate / Materials: Paper
When we took on the task of redesigning the facial tissue packages for Softex, the most traditional Greek brand in this category, a sense of humour and Greek family stereotypes became our primary tools. We thought it would be fun to have a product that we use daily, usually at vulnerable moments, remind us of our mums. Besides, who else is always there to look after us, whether we have a simple cold or are going through yet another rough break-up?
Thus, we designed packaging for men and for women, inspired by typical mummy-ish quotes that regularly console or annoy us. “I told you not to go outside without your coat on! You’ll catch your death one of these days.”, a concerned mother scolds her sniffling son. “Don’t cry, sweetheart! He didn’t deserve you!”, another mum consoles her daughter after a break-up.
In pleasing contrast to the traditional quotes, we worked with pop, monochrome artwork: a nod to the wardrobe of every spoiled son, and the toiletry case of a luxury-loving daughter.