THE BRIEF
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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.
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Brand Strategy - Creative Direction - Visual Identity - Logo Design - Packaging Design - Art Direction- Photography Direction - Go-To-Market Creative Development
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Developed a premium tissue brand designed to break category conventions through emotional positioning, sustainability storytelling, and a scalable retail identity system.
THE RESULTS
