2009 Angel Soft Package Design Refresh Portfolio
Previous design shown in the upper left.
The goal for this refresh was to update the Angel Soft ® branding and the overall design of the package making it more relevant for consumers. We also wanted to more clearly differentiate between the different roll sizes available. Qualitative research revealed that the visual brand equities were the baby and the teal color of the pack. I worked with CBX design to develop a range of 8-10 different new design concepts. Included in these different designs were different babies in different positions as well as differing variations of the color teal. We started with designs that were close in to the prior design and then moved farther and farther away so that we could research the right level of design change needed to update the packaging while maintaining our consumers brand recognition and relevancy. We narrowed down the designs down to 3 during qualitative research. The design shown above out tested the other 2 and the prior design on all metrics established.
Angel Soft® sales increased by 30% with this redesign, launching the brand to a billion dollars in sales.
I did extensive Photoshop manipulation on the baby, as the original baby image was seen to be too thin, making him appear older than was preferable.