The goal

With so many toilet paper brands to choose between it’s important to stand out of the crowd to get the customers attention in the stores. 
We chose Lotus as a challenge to rebranding it and come with a new brand strategy and a new look to gain more customers that feel comfortable when buying toilet paper in a store. Most people seem to not finding it embarrassing to buy toilet paper but the research tells another story when the customer is actually in the store. So what can design do to change the experience of buying toilet paper to the better – and make the customer proud to carry it home? Read on.

Design approach

Desk researching and gaining insights from focus group about the visual design of the toilet paper from Lotus and other brands, and collecting data and insights from the customers’ experience in the store when buying toilet paper.




Brand strategy
Customer journey
Visual identity
Package design
Web design


Student work


Adobe CC:
– Photoshop
– Illustrator





Customer journey




Visual identity
Research insights01

Main conclusions from the audit:

Lotus is the most expensive toilet paper, but:
  • Lotus does not stand out from its competitors
  • Lotus does not offer anything interesting
  • Lotus is very environmentally friendly but does not brand itself on that
  • Embarrassment dilemma, discreet or breaking taboo?
  • There is a market gap where emphasis is placed on climate with a touch of humor
  • There is a market gap where emphasis is placed on both climate and quality

Recipient perspective:

We have chosen to work with a recipient-oriented perspective because, at the beginning of our research, we discovered that all toilet paper brands focus on the consumer and brand themselves on the product rather than on the company’s identity and history.

Sensory approach:

We have incorporated elements of the sensory approach in our research, drawing on a study about the purchase of embarrassing products. In this study, we found that the visual impression plays a significant role in whether the consumer chooses the product or not.

Research insights02

Focus group interview

Our focus group contained 5 people between 25 to 27 years old. We asked them questions and they were having a conversation about toilet paper brands which gave us more insights about their views on Lotus and other brands.

Conclusion: What matters most for the target group are sustainability, softness of the toilet paper and the visual design of the brand.

Associations by each brand product

We also got insights through their stories about their customer journey before, under and after buying toilet paper in the super market.

In Initial consideration the focus group had a good discussion about the visual design of the different brands’ visual design of the toilet paper packages that helped us to point out what doesn’t work in the visual design to position Lotus from the other brands.

Customer journey2.1

Customers and painpoints

We collected insights about touchpoints and pain points to map the customer journey by looking at the phases: Trigger, Initial consideration set (for example listening to their thoughs/associations about the different brands’ visual design of the toilet paper packages as shown above), Active evaluation/choice of supplier, Moment of purchase, and Postpurchase.

Persona's journey2.2

Persona and user journey

Based on our research (focus group, survey and desk research) we had enough data to shape a persona “Sofie” and her customer journey (as-is).

Summary of the new strategy


Lotus aims to capture the younger demographic while retaining the older one. The younger audience is not inclined to purchase expensive toilet paper but is willing to spend extra for environmentally friendly options. Additionally, a sustainable brand is automatically associated with quality, making climate the primary focus of Lotus’ new brand strategy.

A less awkward consumer journey

Lotus also intends to alleviate pain points in our target audience’s consumer journey. This includes reducing the time spent in the toilet paper aisle, minimizing embarrassment at the checkout or on the way home from the supermarket, and ensuring the packaging is easy to carry home.

Verbal identity/tonality

Out of Nick Parkers’ 11 tonalities, we believe Lotus should adopt the “Straight talker” approach. The tonality should be simple, straightforward, and honest — essentially, “it is what it is.” Moreover, it should be easy to decipher, saving consumers time in the aisle.

Lotus’ previous tagline, “Care well, Live well,” does not stand out from competitors. Therefore, a new tagline has been created to encapsulate the essence of Lotus’ new brand strategy: “Climate overshadows awkwardness.” This resulted in the tagline “Proud to carry home.” Below are additional examples from our ideation process.


Rebranding of Lotus

Based on our research (focus group, survey and desk research) we had enough data to shape a persona “Sofie” and her customer journey (as-is).

New touchpoints3.1

New touchpoints

Based on our research (focus group, survey and desk research) we created.  new customer journey (to-be) with new updated .designs both online and in stores to catch the customers’ attention and make them be proud to carry home Lotus toilet paper.

Visual identity04

New visual identity

Now there is focus on:
softness ∙ sustainability ∙ aesteatics

Existing logo


softness ∙ sustainability ∙ aesteatics

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