MaxiRoll
This project encompassed everything from packaging design to the development of MaxiRoll’s market launch campaign, with the goal of creating a seamless and compelling experience — from the store shelf to outdoor advertising.
MaxiRoll was introduced as a completely new product in Iran’s tissue paper market — a larger, more economical option compared to standard rolls, in a market where such a concept was unfamiliar.
The packaging design for MaxiRoll required a creative approach to clearly communicate the “larger -than-normal” message and the product’s economic value, while maintaining the stability and trust associated with the brand’s cohesive and nearly premium identity.
Beyond packaging, the launch campaign was also designed with the primary goal of building consumer awareness. By introducing MaxiRoll as the “super roll” and evoking the idea of everyday heroes, it helped modern consumers feel more prepared and confident in tackling daily challenges — from caring for children and pets to hosting gatherings, traveling, or camping.
This approach, with its clear and memorable messaging, successfully connected the in-store shopping experience with high-impact outdoor advertising, increasing brand visibility and helping consumers understand the new product’s value proposition.
Client : Zarin Ayand / Qlean
Service : Packaging Design, Creative Advertising Campaign
Year : 2024
Challenge
As a new addition to Qlean’s portfolio, MaxiRoll was an innovative concept with no clear equivalent in the local market a single large roll designed to replace multiple standard ones. This carried significant risk: consumers might not easily understand or accept its economic value and the difference in size. The packaging design needed to clearly, simply, and convincingly communicate the “larger-than-normal” message and both its dimensional and economic advantages for two distinct product sizes (1=6 Roll and 1=10 Roll), while also strictly maintaining the brand’s established uniform guidelines. Additionally, success in the market required strong, effective shelf visibility and the ability to drive trial especially among high-usage consumers such as families with young children, pet owners, or those who frequently travel, camp, or host gatherings and need a versatile, multipurpose product.
The design of the launch campaign also faced another important challenge: emphasizing MaxiRoll’s advantages without undermining or criticizing Qlean’s other rolled tissue products.
The campaign message needed to help consumers see MaxiRoll as a “new solution” designed for specific needs and situations a complementary option within Qlean’s product portfolio that would not damage the overall brand image. To address this challenge, the launch campaign was strategically developed with a primary focus on building awareness, delivering MaxiRoll’s message to consumers in the simplest and most effective way to prepare the market for this new idea.
Solution
To address these challenges, we developed an integrated, strategic approach that treated packaging design and the launch campaign as complementary parts of a single, cohesive consumer experience.
For the packaging, the focus was on clearly and simply communicating MaxiRoll’s “larger-than-normal” message and its economic advantage, while fully respecting Qlean’s established uniform brand guidelines. As a solution for distinguishing between the two product sizes (1=6 Roll and 1=10 Roll), we introduced the XL and XXL concepts, helping consumers easily choose the right option for their needs.
This design not only delivered the economic message clearly, but also ensured strong, eye-catching shelf presence that appealed to high-usage consumers such as families, pet owners, and those who enjoy travel and camping.
In the launch campaign, the creative “Everyday Hero” concept was developed to position MaxiRoll as a new, practical solution that found its own place within Qlean’s product portfolio—without criticizing the brand’s other rolled tissue products. The campaign’s core message (10=1 and 6=1) was designed to be simple and memorable, directly addressing the project’s primary goal of building awareness.
The campaign combined high-impact outdoor advertising with the design and execution of POSM at retail points to deliver a seamless and targeted experience. Effective in-store presence through POSM played a crucial role in the project’s success by reinforcing the key message, attracting shopper attention, and guiding purchase decisions at the moment of choice.
POSM Design | Completing the Customer Journey
To complement the launch campaign and support in-store conversion, we developed a targeted set of POS materials for MaxiRoll.
These included shelf talkers, wobblers, aisle stoppers, and header boards, each designed to reinforce the key message of “1 = 10 rolls” and to highlight the product’s oversized value proposition.
The visual language remained consistent with the packaging and outdoor campaign, ensuring a unified brand experience from billboard to shelf. The placement strategy was focused on high-traffic zones to ensure maximum visibility and engagement at the moment of purchase. This POS presence played a vital role in driving curiosity and trial, especially for a product format that was new to the market and required visual clarity to communicate its advantage.
Brand Context
Qlean is a relatively new but rapidly growing brand in Iran’s tissue paper market, working to solidify its position and increase its market share. Its visual identity was built on a consistent, structured packaging uniform, with fixed logo placement, defined brand colors, and a clear graphic hierarchy for its rolled products. While this design framework played a crucial role in creating consistency and building consumer trust helping Qlean stand out in a competitive market it also presented a
significant limitation when introducing a differentiated product like MaxiRoll.
Moreover, Qlean was positioned as a premium brand, known for higher quality and price compared to competitors, creating a strong, trustworthy image in the minds of consumers. However, this premium positioning created a subtle tension with MaxiRoll’s core promise of being an economical, value-driven choice.
The packaging design for MaxiRoll had to navigate this challenge with care: working within the brand’s established uniform, preserving its quality and trust cues, while clearly and simply communicating the product’s larger size, economic advantage, and high value to consumers.