Case Study: ITC PSPD Feather Touch Brand Strategy & Packaging Design by Lokusdesign

ITC PSPD Feather Touch Brand Strategy & Packaging Design by Lokusdesign

Overview

Client

ITC PSPD

Agency

Lokusdesign, Pune

Project

Feather Touch Tissue Brand Strategy and Design

Develop a premium tissue paper brand that can stand out in the Indian retail market and appeal to the evolving modern Indian consumer. The aim was to define a strong brand strategy and execute packaging design concepts that reflect the core promise of gentle care, hygiene, and convenience.

1. Brand Marketing

Objective:

Marketing Strategy:

• Create a distinct brand identity rooted in comfort, softness, and quality.
• Appeal to urban, health-conscious families and individuals.
• Develop differentiated packaging systems that cut through retail clutter and educate the consumer.
• Use retail insights and consumer feedback to shape shelf presence and perceived value.

2. Brand

Brand Positioning:

Feather Touch is positioned as a premium yet accessible personal hygiene product, delivering everyday luxury through high-quality tissue products.

Brand Promise:

“To bring gentle care into everyday moments with products that feel soft, perform well, and look beautiful.”

Brand Values:

• Hygiene and well-being
• Softness and comfort
• Aesthetic appeal and modernity
• Simplicity and functionality

3. Competition

Direct Competitors:

• Premier
• Paseo
• Greenlime
• Godya

Market Landscape Insights:

• Visual clutter and category overlap with kitchen, cleaning, and personal care products
• Limited shelf visibility for tissue products
• Low brand loyalty; consumer switching based on price and packaging offers

Lokusdesign’s Strategy:

• Break the visual and structural monotony of the tissue segment
• Develop packaging systems that offer clarity, trust, and shelf standout
• Strengthen brand recall through consistent design language

4. Consumer Insights

Target Audience:

• Urban Indian families (SEC A & B)
• Working professionals, homemakers, and frequent travelers
• Users concerned about hygiene, aesthetics, and convenience

Key Findings:

• Price-sensitive but willing to pay for quality
• Preference for white color for perceived hygiene
• Packaging is a key influencer due to lack of brand differentiation
• Softness, thickness, and texture are important decision factors
• Reusability, neat packaging, and functional dispensers are valued

Consumer Expectations:

• Clearly visible texture and color of the tissue
• Transparency in packaging and easy reseal mechanisms
• Differentiated offerings by usage (kitchen, pocket, car, facial, etc.)

5. Packaging Structure & Graphics

Design Objectives:

• Visually standout on cluttered shelves
• Enable easy product identification across usage categories
• Reflect premium softness and hygiene
• Align structural form with user interaction and usability

Structural Innovations:

• Pack formats included rolls, boxes, and pocket packs with intuitive design
• Dispensers integrated into box packaging for convenience
• Soft and secure resealable closures for pocket packs

Visual Language & Graphics:

• Used soft curves, clean fonts, and light pastel tones
• Imagery and color coding guided usage and differentiation
• Emphasis on product features: softness, eco-friendliness, absorbency
• Packaging emphasized a modern lifestyle, aligning with urban aesthetics

6. Results & Impact

• Established Feather Touch as a recognizable and premium Indian tissue brand
• Created strong brand differentiation in a cluttered category
• Enhanced consumer trust and product appeal through design clarity
• Set a new visual benchmark for the category with structured branding and clear hierarchy

7. Conclusion

Lokusdesign’s strategic and design interventions for Feather Touch transformed a utilitarian category into a premium personal care brand experience. By leveraging in-depth consumer insights and design thinking, the project delivered packaging that is functional, emotional, and memorable, helping ITC carve a distinctive space in the tissue segment.