Athens, Greece

Agency: Caparo design crew
Photographers: Konstantinos Gikas, Dimitris Poupalos
Location: Greece
Project Type: Produced
Product Launch Location: Greece
Packaging Contents: Hygiene papers, tissues
Packaging Substrate / Materials: Paper, plastic film, paper film
Printing Process: Flexo, Offset

White Leaf Premium was launched as a sophisticated quality brand of toilet tissue and tissue paper products, for people seeking balanced elegance in their everyday life. The product range was placed in the Greek retail market with no advertising, and within a short period, it gained a remarkable market share and consumer loyalty.

Our task was to create the brand concept from scratch and design the brand identity, including the name, packaging, print material, collateral, and digital communication. Our vision was to create a new perception of hygiene paper in the consumer’s mind and, highlight the product innovations that White Leaf introduced to the market.

The logo works as the key visual on the packaging and as a window that reveals the product. At the same time, it illustrates the form of the product itself, the paper.

We wanted to differentiate the White Leaf Premium brand from the mainstream global brands that tend to be more decorative in the category. Our direction was to create a monochromatic, minimalistic, and neutral packaging to be practical and easy to adapt to diverse consumer environments. It can easily blend with different tastes and adapt to various spaces as an object.