Best Face Forward

Puffs Brand’s Reinvention Projects Confident, Radiant Expression






Interbrand worked with Procter & Gamble’s Puffs brand to reinvent its brand experience and create a holistic, iconic visual identity. Shifting focus from a cough and cold product, Puffs sought to become a category leader as a “whole-face tissue” that “helps you put your best face forward.”

The aim of the project was to give consumers an opportunity to see Puffs in a whole new light. Leveraging consumer, shopper and trends insights, Interbrand collaborated with brand and agency partners to develop a new Puffs Equity Pyramid, Brand Character, Consumer Segmentation, Brand Manifesto and Brand Strategy.

Interbrand then crafted a new Puffs Brand Expression, “Confident Radiant Expression.” We used our innovative “Pointing North” creative process to explore brand mark and design options for new packaging that will enable Puffs to put its best face forward across product lines and consumer touchpoints.

The fast-paced brand expression and design project kicked off in January 2011 and by October we released final artwork for production. Puffs’ redesigned packaging began appearing on store shelves in March 2012.

Deliverables by partner agencies incorporating the Interbrand-designed Brand Equity Guidelines are expected to debut this summer across multiple touchpoints. These include the new brand expression, brandmark, distinctive assets and packaging.

Throughout this initiative – from quantitative and qualitative research through the strategy and design process – we employed intelligent, imaginative and inspiring ways of thinking strategically and creatively. Our contributions to the Puffs reinvention have been praised by P&G as being best-in-class.

Client comments include: “Great Design.” “Career highlight.” “FMOT [First Moment of Truth] revolution!” and “Thank you for being so brave and pushing us.”