Soft and Strong!

Dairy Farm in Hong Kong currently have a new objective to create new private label (category specific) brands that are more relevant to consumer need states. They want these brands to look more appealing and less like private label, in order to compete with national brands. They aim to offer better value for money and in turn drive sales.

FeatherSoft is Dairy Farm’s category brand for a range of paper products. It claims to have the perfect balance of softness and strength.

The client wanted to introduce a wet tissue range that would appeal to the whole family - including kids.

Our solution introduces approachable characters that help to tell a story on pack and integrate all the key messages. The whale represents strength and is also a nice link to a wet product, whilst the antibacterial wipes transports the consumer to another world - where all germs are destroyed!