Brawny, the paper towel brand by Georgia-Pacific, has unveiled a bold rebranding, featuring a thicker font logo and an updated Brawny Man mascot to promote their new three-ply paper towels. The brand aims to stand out in a crowded market while maintaining its original identity. Brand director Amanda Earley emphasizes that this change is about more than aesthetics; it supports their objectives of increasing household penetration and driving category growth. The design shifts reflect a commitment to showcasing product superiority and enhancing brand visibility on store shelves.
We modernized the logo to make it bolder, more confident, and unmistakably Brawny... to signal product superiority at shelf and reinforce brand strength.
We weren't just evolving a visual identity; we were launching a new product, shifting our full lineup, and repositioning the brand in culture.
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