Great Aussie Wipes

Packaging with character for a truly Aussie brand

Great Aussie Wipes takes plastic-free Australian manufactured wet wipes to new audiences. Created for tradies, Australians at home and at work, this brand is proudly a little bit larrikin and a whole lot Aussie pride.

The challenge presented to the Fig Tree team was a new incarnation of the brand and product range, intended for sale through home improvement and hardware retailers. Great Aussie Wipes were going up against titans – brands that have long been household names in the trade and DIY space.

The client approached Fig Tree with more than a dozen product ideas on the drawing board and asked us to design packaging to take the brand and product range into new retail markets. Fig Tree developed packaging and brand characters aligned to the Australian marketing attributes of the product range, introducing characters and using an illustration-driven design for the range.

Creating brand characters and packaging design

Fig Tree created two characters to bring the Great Aussie brand to life. The character of Jamie connects to tradies and home consumers equally well, with each illustration developed to show Charlie and the product in action. Whether it’s at work or doing maintenance around the home, Jamie is a happy, approachable and distinctive design element of the packaging for each product. And because both at work and at home, so many Aussies have a faithful hound at their side, we also created the character of Charlie the blue heeler, Jamie’s best fur-buddy.

From the start of this project, Fig Tree had animation in mind for marketing Great Aussie Wipes across channels such as social media. Our illustration approach called for a strong sense of movement for the characters to add personality, driving product and brand recognition.

On-shelf visibility was achieved with refreshed green and gold colours, large, clean font and illustration of the product in use. The font defines the product category, while the characters support brand memory and demonstrate each product in use.

Creative design for high visibility

For a comparatively new brand, achieving ranging on shelf in major retailers is a huge challenge. For this project, Fig Tree was developing packaging design in tandem with the client’s own product development process. Our focus was equally on the customers in the retail environment and the consumers who would find Great Aussie Wipes on those retailers’ shelves. We aimed to develop brand colours and characters within a style framework that delivered an instantly recognisable story and brand identity.

Fig Tree ensured the creative designs were developed to achieve the best outcomes across the full range of packaging production processes that would be used for these products. We provided print direction to retain colour print quality, print control checks and supported our client to enhance their business team’s expertise in printing and print management to achieve consistent print outputs.

Also integral to this approach was considering brand assets, characters and packaging design for all other environments required by the client and their retail customers, including advertising, digital and promotional print applications. We supported our clients with product presentations and mockups and worked collaboratively with them to evaluate design for retailer requirements.

Great Aussie Wipes launched on shelf at Australia’s top hardware retailer Bunnings, with BBQ Wipes as the hero product in key store locations in time for spring and summer entertaining. Stockists and product ranges have since grown significantly. Great Aussie Wipes are now available nationally and proving indispensable to consumers and trade customers across Australia.