Angel Soft Brand Renovation
A New Angel For A New Era
Brand Identity • Visual Identity • Packaging • Copywriting • Brand Standards • Photography & Art Direction
A trusted name in the bathroom tissue category, Angel Soft® is known for delivering an ideal balance of softness and strength®. As the brand evolved its positioning to better express this unique value, it sought to modernize its visual identity, connect back to the brand campaign, and breakthrough in the highly competitive category.
Our redesign aligned packaging with the brand’s first-ever animated campaign by introducing ‘Angel’ on front of pack. As the new brand mascot, she engages in the brand experience while highlighting what makes each product special. Whether she’s smelling the fragrance coming out of the scented tubes or pointing to the soft and strong product benefit, she immerses the consumer in an imaginary world that delivers real results. The impact was immediate. Household penetration, buy rate, and volume share all increased, demonstrating how a cohesive brand world can help reassert an established brand as a trusted partner for modern living.
Verbatim
"Soulsight was an exceptional partner in bringing the next chapter of Angel Soft to life. Their team quickly understood the strategic intent and translated it into a powerful and cohesive visual identity system, anchored in distinctive brand assets that drive recognition and choice. Together, we built a more expressive and ownable brand world, one that elevates Angel Soft’s core promise while creating consistency across every touchpoint. It’s always a pleasure collaborating with a team that brings both strategic rigor and creative excellence to the table.”
- Olga Sinchevici
Results
HHP increased by 8%*
Buy rate increased by 11%*
Dollar share increased by 10%*
Volume share increased by 15%*
*2022 vs. 2024 YTD
