The Regina brand is a well-established in many European regions, however awareness in the UK market was low.
We worked with Intertissue to understand UK shopper perceptions of the Regina brand in addition to the triggers and barriers to Kitchen Towel purchase.
Using these insights we developed a design and communications strategy for Regina, that considered both the range and the individual brands.
Packaging was then created for the four sub-brands in the range and then rolled out across all SKUs. Each sub-brand was given a unique identity, whilst still retaining identifiable design cues from the Regina brand family.
Guidelines were created for the Regina brand, with launch communication developed via press, point of sale, instore and online activity.
The full Regina range is now available throughout the UK in all supermarkets, convenience stores and online.