Case Study: Angel Soft achieves stronger brand performance with Soulsight’s packaging and brand renovation

Angel Soft increases volume share 15% with Soulsight

Angel Soft, a trusted bathroom tissue brand, sought to modernize its visual identity and packaging to better communicate its balance of softness and strength and stand out in a competitive market. They partnered with the branding and package design agency Soulsight for a comprehensive brand renovation.

Soulsight's solution centered on introducing a new animated brand mascot named 'Angel' on the front of the packaging, aligning with the brand's campaign. This cohesive visual identity system immersed consumers in the product benefits. Following the launch, Soulsight's work helped drive significant measurable improvements: household penetration increased by 8%, buy rate by 11%, and volume share by 15%.

Angel Soft