Puppy power: Andrex reveals biggest redesign in over a decade

The redesign at the hands of Pearlfisher London, which aimed to capture the heart of modern families, represents the brand’s intentions of moving into the intimate wellness space. The rebrand follows on from the London and New York-based agency being announced as Andrex’s official brand design agency partner.

British toilet paper, tissue and wipes producer Andrex, owned by Kimberly-Clark, sought a revision of its identity to appeal to modern consumers. Pearlfisher opted to craft a design that underlines the company’s ‘Get Comfortable’ direction, aiming to inspire positive change in personal care routines while reasserting the brand’s category leadership.

This meant increasing the visibility of the ‘Andrex puppy’, the brand’s famous and adorable mascot. In addition, a bolder yet friendlier wordmark was created, while modern tones were introduced to the colour palette.

Jess Phillips, creative director at Pearlfisher, says, "We've elevated Andrex's trademark puppy by harnessing the role real puppies play in family life. Now, whether consumers encounter the brand online or in supermarket aisles, the puppy is unmissable. We've transformed the previously small mascot, confined within a circle and instead given it prominence by treating it as part of the family. This enhances its role and iconicity for the next generation, commanding a strong shelf presence – up close and personal, without boundaries, just like a real puppy."

With the updated brand having already debuted throughout the UK, a global rollout is now planned across Andrex’s market-specific international brands.