Hakle is a classic German brand of toilet paper, dating back 1928. After being owned by Kimberly-Clark for over a decade, it was sold off last year. During that time, the brand had adopted a look that was aligned with their Kleenex brand with a similar logo and packaging design. The new owners introduced a new look this month along with softer and improved paper.
Berlin-based Leo Burnett Laeufer won a pitch to design the new look. The packaging is bright and colour-coded to aid orientation. The logo-type remains mostly unchanged but now appears in white.