TiPi by Cottonelle
TiPi by Cottonelle is case study developed out of a need to rethink Cottonelle products’ market competitiveness on supermarket shelves.
Tipi At A Glance
As brand strategists, Team TiPi was tasked with innovating on common products found on the supermarket shelf, a highly volatile, hyper-competitive dynamic market landscape. Rather than invent a new product, our team was asked to improve upon Cottonelle’s existing line, thus birthing Tipi by Cottonelle. Our team reconsidered Cottonelle from the top down (brand identity, consumer target, competitive audit, logo, tagline, packaging, etc.), with the end goal of finding a solution to a market gap in the industry. As such, TiPi, is the urgent, portable solution to place Cottonelle back in control of the market, and place control back in consumer hands.
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8 Week Sprint
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User research
Competitive research
Wireframing
Prototyping
Rapid usability testing
Branding
Product Design
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Figma
Miro
Adobe Suite
Zoom
Keyshot
3D Printing
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Cecley Hill, Diego Olguín, Felicia Liang, Patricia Lai, Feiyue Li, Kiwon Jeon, Yvonne Fang, Divyanka Kapoor
Problem & Opportunity
Our team sought to determine how Cottonelle could turn these crises into opportunity by providing a portable TP solution to fill white spaces , gain market share, and ultimately restore consumer control. This ultimately led to the creation of a new product innovation line within Cottonelle’s existing brand architecture.
User Experience
Our brand seeks to capitalize on industry white space identified in our competitive audit, through the development of a product that both centers the dependable nature of Cottonelle’s brand, and introduced a sense of vibrancy, excitement and buzz. Hence, TiPi by Cottonelle was born.
Brand Persona & Assets
Tipi by Cottonelle’s identity models one of a trusted babysitter who is at all times a seamless balance of level-headedness, empathy, vigilance, and effortless resourcefulness.
Sketching and Product Development
To reach Tipi by Cottonelle’s final form, our team engaged in a series of design sprints. We considered a number of product precedents and new interventions, ultimately landing on a design that is not only innovative for the toilet paper industry, but also emphasizes durability and cleanliness. To reach Tipi by Cottonelle’s final form, our team engaged in a series of design sprints. We considered a number of product precedents and new interventions, ultimately landing on a design that is not only innovative for the toilet paper industry, but also emphasizes durability and cleanliness. Likewise, we considered how we could challenge the “mega roll” norm by inventing the “micro roll”, increasing product portability and company profit.
The Brand + Product Reveal
TiPi by Cottonelle is poised to be the only toilet paper brand that creates effortless on-the-go solutions for families ready to take back control in an era besieged by invisible threats, and in the days to follow. Experience the magic.
