ALEE
BONO
Soft & Strong Brand Refresh
Angel Soft
We set out to bring Angel Soft, one of the nation's largest toilet paper brands, into the 21st century. To succeed, we needed to transform the entire brand – and create breakthrough and cohesion from TVC, to social, to digital, to pack.
So we created an entire animated world from the ground up. Way up. Character and logo design, a brand refresh, pack redesign, TVC, social, digital, and everything in-between. Featuring visual and storytelling craft that rivals the quality of your favorite Pixar movies. All inspired by the Angel baby that had been on the pack for over 20 years.
We started by designing an entire cast of animated characters, all with unique personalities.
They all live and work at Angel Soft, Inc. Ya know, that toilet paper company up in the sky.
Since campaign rollout, the brand has seen massive growth in all key metrics.
They are now neck-and-neck with their biggest competitors, despite being outspent 7 to 1.
The development and exploration phase was probably the coolest part. I have been privileged to be a part of the incredible animation and world-building process that we continue to expand upon and push boundaries in. Here are a few fun bits, bobs,
and sketches to peruse from early days of the exploratory process. You can see how we evolved and had a ton of fun!
Brand: Angel Soft
Agency: Grey NY
Executive Creative Director: Brent Singer
Group Creative Director: Sam Isenstein
Senior Art Director: Alee Bono
Senior Copywriter: Anne-Sophie Collier
Directors: Todd Mueller + Kylie Matulick, Psyop