The tissue category is dominated by highly commoditized products competing primarily on price and functional claims. TRUU was created to establish a more premium, emotionally engaging position around sustainability, softness, and everyday wellbeing.

I led the branding, visual identity, packaging design, photography, and art direction, creating a cohesive brand system with a modern and distinctive market presence.

Brand Strategy

Creative Direction

Visual Identity

Logo Design

Packaging Design

Art Direction

Photography Direction

Go-To-Market Creative Development

Item desDeveloped a complete brand ecosystem spanning packaging, retail, digital, and communication touchpoints, creating a scalable platform for future product line extensions.cription