Ismax paper products, a naturally adorable family
Ismax is a Catalan company that has been dedicated to producing fully recycled paper since the mid 1980s – long before zero-waste and sustainability was ‘a thing’ in Spain. Its products are with a purpose. And that’s why this project was so special for us.
We were asked to create a brand strategy and design for the Ismax Natural line of hygiene paper products – kitchen paper, facial tissues, toilet rolls and so on – that are recycled, unbleached, eco-friendly and very good quality.
a zero-waste world”
Is it magic?
Unravelling the roll:
The importance of data
We kicked off the project with in-depth market research to find out about customers’ pain points, motivations and behaviour when they’re buying hygiene paper products.
We interviewed store staff about how customers shopped, and asked them how they display products, why they display them in this way, and how it differs from store to store.
“Some consumers don’t know that Ismax are recycled products”
“We’re honest and authentic. But also cute and cool”
Meet Ismax, the naturally adorable family
While we interviewing and workshopping, something began to emerge. We had always wanted to represent the voice of the people who make the product, and the things these people were saying during these interviews often came in the form of interesting, funny one-liners.
Out of this, an idea was born: a family of talking paper products. The family would be loud and friendly. Each product would have a character of its own, and their quotes would become the copy printed on the packaging.