Aligning the Charmin vision based on stakeholder expectations

Charmin has been popular in households since its introduction in the 1920s. With calling cards of quality, strength and softness, Charmin stands apart from the competition, ranking as America’s favorite toilet paper. When P&G wanted to update its vision for communicating Charmin's strength and softness to the consumer, it came to long-time development partner Design Central to create and execute the process. The newly released versions of Charmin Ultra Strong and Charmin Ultra Soft are the results of this collaboration.

  • Procter & Gamble
  • Consumer
  • Strategy
  • Research
  • Product Design
  • Prototyping

Objective: Communicate the strength of Charmin Ultra Strong and softness of Charmin Ultra Soft to consumers through design

Align vision to consumer and client expectations

The shower-like clean of Charmin Ultra Stong, the cloth-like experience of and Charmin Ultra Soft. How does a designer communicate this to the consumer with paper and pattern? Design Central took inspiration from the bed and bath environment to develop a design language that aligned Charmin Strong and Soft's physical and visual attributes, to make them look as good as they work. Imagery, research, mood boards, consumer personas, and more drove several rounds of conceptualization to arrive at a geometric pattern for the results-based Charmin Strong customer and swirly-cloud design for the experience-based Charmin Soft consumer.

Prototyping for strength, softness and manufacturability

Design Central constructed hundreds of realistic prototypes to explore the design directions. This process created embossed details that enhanced the samples' visual and functional textures. The exploration empowered the designers to employ P&G's paper technology and embrace its manufacturing process to elevate the Charmin Strong and Charmin Soft brands.