NEW packaging for Andrex toilet tissue has been devised by a York-based strategic design agency, Anthem Worldwide, based on the Nestlé site, was commissioned to relaunch Andrex’s coloured toilet tissue range under the “Colours Of Nature” banner.

The brief was to “bring the design into line with current bathroom trends, improve appeal among both new and existing customers and enhance both category and brand performance”. The colours for the three new packs, named Aqua Spray, Natural Pebble and Pink Blossom have been particularly well received by a new, younger target audience, says Andrex For the first time on the Andrex mainline product, the packs feature a clear window panel through which the consumer can now see the roll.

Sophie Woodford, brand development manager at Andrex parent group Kimberly-Clark, said: “The new packs exude both quality and a truly natural feel that will engage with today’s consumer. The more contemporary look is in line with current bathroom trends and will have great stand-out on shelf.”

Until three years go, Anthem Worldwide was the in-house design division for Nestlé UK at York. Now it has an independent staff of 25, but with its headquarters still based at the York chocolate factory Barry Seal, Anthem Worldwide’s managing director UK, sad: “It’s been fantastic to work on such an iconic brand. “We have taken great care to ensure that the packs are imbued with Andrex’s brand values, but have had real fun in bringing natural inspiration to the packs through gorgeous visuals and graphics.”

Anthem Worldwide has been on Kimberly-Clark’s design roster since 2007 and has carried out a number of design projects for the company including, most recently, relaunches of Kleenex Balsam facial tissue and also of the entire Huggies Drynites Pyjama Pants range.