Cheeky Panda: Empowering the Bamboo Revolution
Turning a Tissue Challenger into a Category Icon.
Creative Strategy. Visual Identity. Packaging Design.
Our refresh of Cheeky Panda introduces a fresh desirability and standout iconicity as the brand seeks to grow its offer in the household space. Softness, naturalness and a genuine sense of bamboo expertise have all been added in to great effect, resulting in a meaningful evolution that elevates the brand from cheeky challenger to bold bamboo icon.
FROM COLIN TO ICON
As the brand’s key asset, Colin the panda was being over-used, showing up in different guises across the brand. The new branding establishes his role as a true icon, locked up with a bolder, more meaningful logotype, and taking up space with confidence across all packaging design. The brand’s USP of ‘sustainable bamboo’ is also added to the logo, ensuring a consistent message as Cheeky Panda moves across categories.
EMPHASISING SOFTNESS
One of the key criticisms of the brand’s existing packaging design was its literal depiction of bamboo – an inherently spiky plant that contradicted the brand’s claims of silky soft textures. The new designs feature an illustrative interpretation of bamboo that prioritise softness and naturalness through depth of colour and texture. The placement of the new bamboo patterns differs across the ranges, creating white space for brand and product information. On the tissue box, they create a wraparound effect, cleverly mimicking the growth of bamboo when stacked on shelf.
Creative Strategy. Visual Identity. Packaging Design.
