The Mill Brand Design
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iCARE

Our redesign of the icare range of recycled products focused on overcoming a key consumer barrier; the perception that recycled paper means compromising on softness and strength. Whilst the previous black packaging cued premium, it lacked reassurance. The new brand pebble, colour strategy and background pattern all work together to emphasise softness and have worked to flip consumer hesitation into confidence.

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“ The mill helped us take the icare design to the next level. They were strategic and considered in developing a design that highlighted and built on our core brand values. ”

“ The mill helped us take the icare design to the next level. They were strategic and considered in developing a design that highlighted and built on our core brand values. ”

LUKE PETERS / GENERAL MANAGER / ENCORE

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