Reina Kitchen Paper Towels are Branded as Simple and Sincere

By: Laura McQuarrie - Sep 12, 2015
References: & packagingoftheworld
As a brand that makes its kitchen paper towels from 100 percent virgin pulp, it was important for Reina's packaging to communicate a focus on delivering care, sincerity and a pure product to consumers.

To make this as clear as possible, the name of the paper towel brand itself, Reina, means "pure" in German. To accompany this sentiment, the brand chose a lamb as a mascot to convey its family-friendly image. In choosing a brand representative, branding agency Viewpoint describes: "All members of the family cherish kindly feelings for the lamb: small children—because it looks like their album drawings, and very demanding adults simply can not pass by those friendly eyes."

As well as being a standout part of the packaging, the lamb is set alongside images of flowers and fruits that allude to the charming countryside scents of the paper towel rolls.