Soft & Strong Bath Tissue
Initial Designs
Vallarta Supermarkets is widely recognized for its quality groceries rather than household goods, which made this project a unique challenge when it was handed off to me. The goal was to create packaging for their first household item that could stand out while still feeling aligned with the brand.
From the outset, I knew I wanted to center the design around a dog as the primary visual element. I explored two distinct directions: one featuring a real photographic image, and another using a custom illustration. The illustrated approach allowed for a softer, more expressive personality that’s often difficult to achieve with photography.
While the illustrated concept brought a strong sense of character, the team ultimately chose to move forward with the photographic direction in the initial phase. This decision helped ground the product in a more familiar and realistic visual language while still maintaining approachability.
Final Design
For the final direction, the team drew inspiration from the iconic Cottonelle commercials featuring the playful Labrador puppy, a familiar and nostalgic reference point that helped guide the visual approach. We wanted to capture that same sense of softness, warmth, and approachability.
I selected a Goldendoodle puppy as the hero image, as its soft texture and friendly demeanor complemented the brand’s balance of softness and boldness. The breed’s expressive, approachable look helped reinforce the product’s core qualities while standing out on shelf.
Since launch, the design has resonated strongly with both stakeholders and customers, successfully establishing a memorable and engaging presence for the brand’s entry into household goods.
