Brown Inc is working on initial brand design concepts for the Kleenex, Andrex, Scottex and Page brands, as part of a branding drive by parent group Kimberly-Clark.
The client aims to bring the brand identities of its pan-European rolled-product portfolio into line with its core values. All brands are under review.
Brown Inc was appointed in May after a four-way credentials pitch against unnamed consultancies. Lloyd Ferguson Hawkins, which redesigned the Andrex brand earlier this year, is believed to have been one of the competitors. An LFH spokesman declines to comment.
“We are the sole consultancy responsible for managing the kitchen and bathroom rolled-products across Europe, which includes new products and revamping existing brands,” says Brown Inc chairman Dave Brown.
“We are currently reviewing the [four] brand identities in their entirety – not repositioning them, but ensuring that their design reflects their brand proposition,” he adds.
Brown says the four brands share the same core values of “softness, strength and length”.
The group has conducted initial research and is now working on concepts based around the brands’ “visual equities”. These will shortly go to focus groups.
Brown says the review is likely to be completed well into 1999, although the brand management process is likely to continue some time beyond.
The bathroom tissue market is the second biggest non-food retail product category in Europe, worth 2.7bn a year.