Bloom Büro – Smile Moist Toilet Tissue — Packaging Redesign

Smile, a familiar hygiene brand in the Ukrainian market, approached us with a clear challenge: how do we make a category that usually blends into the shelf finally stand out?

Wet toilet tissue packaging is often neutral, predictable, and visually interchangeable. Most products speak in the same visual language, creating a shelf where nothing demands attention. So instead of creating yet another functional wrapper, we set out to design something people would genuinely want to look at — something that could bring a small emotional lift to an overlooked moment of daily life.

Our insight was simple and very human: people spend more time in the bathroom than they admit — and when they do, they naturally search for something to read, scroll, or notice. It’s a quiet moment where attention wanders, and tiny details suddenly matter.

This led to the core creative idea: packaging designed for looking.
We created a visual surface filled with subtle, discoverable elements — small surprises that reward curiosity and make the product more memorable. Instead of passive packaging, it becomes a companion in a routine pause — something that can entertain, comfort, or spark a smile.

To structure the line, each SKU received its own distinct color mood while remaining part of a consistent system: a calm blue for sensitive care, a balanced green for everyday comfort, and a lively orange adventure for kids. The design flexes across different formats, from family packs to on-the-go versions, ensuring recognition anywhere.

The result is a friendly, recognizable product line that brings a bit of curiosity, humanity, and joy into a place where no one expected it — proving that even everyday essentials can create a moment worth noticing.