Instead of leading with cleaning solution statistics or ply-count, Paperbird brings a personal touch to performance, with a brand name that suggests how you might feel when you know the messes, chores and to-dos are taken care of.
Not unlike the origami birds that the name alludes to, Paperbird communicates an uplifting sense of quality, modernity and precision. With the basics sorted, this ShopRite brand communicates the idea of being as free as a bird to focus on the stuff that matters.
There’s a literal through line in the design of Paperbird, which traces the flight of bird that appears in the logo lock-up and ties each product together as a family, often cueing the product’s function, qualities or shape through the shape of the illustration.
Own brands have long created value by providing the essentials with a quality that consumers could count on and a price that makes living better lives more attainable. This fact remains with Paperbird, as the brand breaks through the generic connotations that many own brands receive by telling a more emotional and desirable story through design.