Tork is a global cleaning tissue brand. But they're more than that, and their brand descriptor needs to reflect the entire brand.

 

I generated a graphical framework to explore which alternatives pulled the most wieght. Encapsulating the entire brand in one sentence made it too long. Less specificity equated to vague descriptors, but more product coverage and vice versa.

 

By plotting each alternative on the graph, I avoided the catch-22 and provided sustainable solutions for the client.