The product line for younger customers by the Camelia brand presents itself with classic stylistic devices interpreted in a fashionable way and a smart product name. In order to appeal to first-time users, a distinctive packaging design was developed, its colour scheme contrasting with the fine lines of the logo. Richly ornamented artwork illustrates the product world, enhanced by adjectives – “beschwingt” (exhilarating), “beflügelt” (inspiring) or “befreit” (liberating) – which imaginatively describe facets of the product. This creates an independent brand identity with high recognition value on the shelf.
Kimberly-Clark GmbH, Mainz head of marketing Petra Ahlendorf, Anika Fischer (Brand Manager)