Tuffy Towels

Project Scope:
Brand Strategy
Tone of Voice
Brand Identity
Packaging Design
Communication
Marketing and Advertising

Client:
Cottonsoft

The paper towel category has long lacked brand personality, stuck in bland commoditisation. Tuffy's team embraced reinvention to challenge this. We repositioned Tuffy for modern NZ families as the go-to for everyday small messes with the slogan "Mess Happens, Get Tuff!"—a positive, Kiwi can-do message. Packaging shifted from utilitarian to vibrant, featuring bold colours and vivid imagery that bring messes to life. The strong Tuffy wordmark and New Zealand-made badge unify the design, using rich purples, pinks, and greens to stand out in a blue-dominated category. Tuffy is now the lively paper towel brand for busy Kiwi families.

All images courtesy of Onfire Design.