Tafo — soft & fluffy private label

Tafo — Soft & Fluffy is a gentle and cozy private label brand created specifically for the Chizhik retail chain. The product line includes cotton pads, swabs, wet wipes, and toilet paper — everyday essentials that customers interact with on a daily basis. Despite the simplicity of the category, the project itself was complex and multi-layered: we were tasked not just with packaging design, but with creating a full brand platform rooted in deep consumer insights and emotional connection.

At the initial stage, we conducted consumer research to better understand habits, pain points, and motivations. While this category is often perceived as basic, shoppers are highly sensitive to aspects like softness, hygiene, and the overall “clean” feel of the product. We needed to build a brand image that evokes trust, warmth, and a little joy in everyday choices.

That’s how Tafo was born — a brand full of character, centered around softness, care, and a warm, family-oriented atmosphere. Special attention was paid to naming, which proved to be one of the most challenging parts of the project. We needed a short, memorable name that sounds soft and tactile while being neutral and suitable for a wide audience. “Tafo” hit the perfect balance — easy to pronounce, emotionally appealing, and subtly promising softness in every syllable.

The visual concept revolves around a friendly sheep character that symbolizes comfort, fluffiness, and care. The color palette, light textures, and soft illustrations contribute to a feeling of freshness and tenderness. We also developed a flexible visual system that allows the design to scale across various SKUs while maintaining strong brand recognition.

As with every project we do, a key principle was building a strong connection: consumer → brand → retail. We always aim to create brands that not only meet consumer needs but also strengthen the retailer’s positioning and long-term strategy. Tafo helps Chizhik offer more than just basic products — it creates an emotional link with shoppers, building loyalty and reinforcing the brand’s value.

Tafo — because softness matters.