Quilton

Quilton had powerful assets: high awareness, loyal shoppers and a distinctly Australian, playful tone, but these weren’t expressed consistently across packs, new formats and digital touchpoints. Packaging and the previous website behaved like functional product brochures, with sustainability, innovation and impact stories hard to find, and core equities like the purple world, Cupid and illustration style lacking a unified system. At the same time, Quilton was investing heavily in local jobs, responsible sourcing, charitable donations and new product development, including a single‑wrap subscription offer, yet these proof points and innovations weren’t clearly surfaced to consumers or retail partners.

The breakthrough came when we reframed Quilton not as “toilet paper with a cheeky line but there when it matters most”, but as a comfort‑first, quietly generous brand with permission to innovate how Australians buy and experience tissue products. This led to a new brand idea built around everyday comfort with conscience, creating space for new formats like single‑wrap (reducing waste and improving convenience) to sit naturally alongside the warmth of “Loves your bum” and serious credentials in quality, sustainability and community support. From there, every decision – logo evolution, the world of Quilton (clouds, Cupid, illustrations), colour palette, pack architecture, claims hierarchy and web UX, was aligned to tell one coherent story of a brand that is both lovable and responsible.

Brandwell created a comprehensive, future‑fit brand system for Quilton, with packaging and NPD as key proof points of the transformation. The refreshed logo, refined cloudscape and Cupid, updated illustration style and codified use of the iconic purple world now form a cohesive visual and verbal language across core ranges and new formats, including the launch of Quilton’s single‑wrap product. Flexible product and info tags, a clearer claims hierarchy and robust typography and photography rules give Quilton a stronger, more legible presence in a crowded aisle, while making it easier to differentiate new products and benefits at a glance.

Digitally, the new website extends this system online rather than competing with it. It puts brand and navigation first, with clear paths into key ranges, Club Quilton, sustainability and impact, and a hero role for Quilton’s online subscription offer that mirrors the way products are organised and understood on shelf. The result is a connected “on‑shelf + online” experience where the same distinctive assets, architecture and voice guide shoppers from supermarket fixture to subscription checkout at home.