Brawny® eCommerce Refresh

eCommerce Refresh

In 2022, the Brawny® brand launched a refreshed packaging design and needed to update its eCommerce content across all variants and for all retailers. In addition to tying back to the new pack design, the brand also saw the eComm refresh as an opportunity to increase consistency across the brand’s three product variants: Full Sheet, Pick-A-Size™ and Tear-A-Square™ paper towels.

We began by conducting an audit of the brand’s existing eCommerce content to better understand the consistency issue and we agreed that there was lot of opportunity to improve. One particular opportunity area that stood out to us was with photography. The existing photography had come from many sources, including stock and in-house photoshoots, and some of the shots were several years old, which contributed to the lack of cohesion.

We successfully pitched the client on allowing us to do a low-investment photoshoot as part of this project in order to solve for the consistency problem and create more compelling content for our retailers and consumers.

We created a design system for eCommerce content that would keep messaging clear and consistent across variants. Our photography strategically communicated both unique usage occasions and the benefits of multiple sheet sizes.

Results

By leveraging graphic elements from the refreshed packaging design in our eCommerce content, we were able to deliver on our objective of increasing consistency with packaging. Our suggestion of creating custom photography also contributed to increased cohesion, as well as, more powerful visual communication.

Additionally, this work gained external recognition with a win in the 2022 GDUSA In-House Design Awards.