Kitchen roll out of PSD Fitch look

Georgia-Pacific is rolling out revamped packaging designed by PSD Fitch for two of its household tissue brands, in what is the first phase of a six-month relaunch campaign.

PSD Fitch was appointed a year ago to develop a new identity, brand essence, graphic communication and packaging design for toilet tissue and kitchen roll products Nouvelle and Thirst Pockets.

Account director Anna Ollikainen says the project was about developing ownable characteristics for both brands. ‘Neither had anything unique to make it stand out, so we needed to develop a greater brand awareness,’ she says.

PSD Fitch – part of the Bates group, which handles advertising for Georgia-Pacific – has previously worked with the company on its range of disposable paper products for the catering trade.