According to Georgia-Pacific, the Vanity Fair brand of napkins has a reputation as a product for special occasions. Now the parent company wants consumers to know that Vanity Fair napkins can be part of their everyday lives.

To balance the image of elegant versus everyday, Georgia-Pacific looked to Flood Creative, an Irvington, N.Y.-based brand design firm, to navigate a revolutionary brand and package redesign to help it compete against private label as well as other paper towel choices.

According to Stuart Whitworth, partner/chief creative officer, Flood Creative, “The positioning change and lifestyle connection required a complete overhaul to reflect consumers’ everyday use of the product. We started by making the brand identity more approachable by replacing the formal and almost calligraphic script with a modern, casual black script. It’s still confident but now more personal. The new script combined with the lower case initials and the slight angle at which the brand name is written all come together to reflect more of how we write today. The gold shell is a new icon we created and is now a permanent part of the bolder and more expressive logo.”