April 28, 2011
SCA asked Origin to develop a new brand identity for Bounty kitchen towel to revitalise and re-launch the brand following its acquisition from P&G.
SCA required a name that would be instantly meaningful and easily understood by consumers
Plenty engages consumers on an emotional level, building on existing brand equity and generating a high comfort level that is further re-enforced by the new design
The development of a compelling visual element was crucial as many shoppers admit that they will often simply rely on visual cues. The new name and design appeals to a global audience and represent a natural evolution for a re-invigorated household favourite.