Reina Kitchen Paper Towels are Branded as Simple and Sincere
Laura McQuarrie — September 12, 2015 — Lifestyle
References: viewpoint.ru & packagingoftheworld
As a brand that makes its kitchen paper towels from 100 percent virgin pulp, it was important for Reina's packaging to communicate a focus on delivering care, sincerity and a pure product to consumers.
To make this as clear as possible, the name of the paper towel brand itself, Reina, means "pure" in German. To accompany this sentiment, the brand chose a lamb as a mascot to convey its family-friendly image. In choosing a brand representative, branding agency Viewpoint describes: "All members of the family cherish kindly feelings for the lamb: small children—because it looks like their album drawings, and very demanding adults simply can not pass by those friendly eyes."
As well as being a standout part of the packaging, the lamb is set alongside images of flowers and fruits that allude to the charming countryside scents of the paper towel rolls.
To make this as clear as possible, the name of the paper towel brand itself, Reina, means "pure" in German. To accompany this sentiment, the brand chose a lamb as a mascot to convey its family-friendly image. In choosing a brand representative, branding agency Viewpoint describes: "All members of the family cherish kindly feelings for the lamb: small children—because it looks like their album drawings, and very demanding adults simply can not pass by those friendly eyes."
As well as being a standout part of the packaging, the lamb is set alongside images of flowers and fruits that allude to the charming countryside scents of the paper towel rolls.
Trend Themes
1. Eco-friendly Packaging - Brands can focus on eco-friendly and sustainable packaging choices to appeal to consumers who value environmental responsibility.
2. Brand Mascots - Creating a cute and relatable brand mascot can help build a loyal customer base and convey a friendly image.
3. Nature-inspired Themes - Incorporating natural elements into branding and packaging can create a soothing and comforting feel for consumers.
Industry Implications
1. Household Paper Products - The household paper products industry can explore ways to differentiate their products through creative branding and packaging choices.
2. Branding and Advertising - Branding and advertising agencies can embrace the trend of creating cute and relatable brand mascots to help their clients connect with consumers.
3. Consumer Goods - Consumer goods companies can explore using nature-themed branding and packaging to create a calming and reassuring image for their products.
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