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.