The Design Group (TDG) has redesigned the packaging graphics for kitchen roll brand Thirst Pockets, to better highlight the science behind the product.

 

London-based TDG has introduced a cross-section image to the new packs, to illustrate how the product absorbs liquids.

 

The branding of Thirst Pockets' owner Georgia-Pacific has also been removed from the revamped pack.

 

"This category is very competitive, so efficacy is the key," said TDG marketing manager Patrick McDermott of the move from "emotional to scientific" packaging.

 

The Thirst Pockets range includes two-roll, four-roll and six-roll packs, as well as special decorated variants and a three-for-the-price-of-two promotional pack.

 

The new packs are currently being introduced to stores.