Emporia is a luxury high-end product for the discerning consumer and a first in the toilet tissue category. To assert the brand’s luxury credentials and successfully launch it in the category, Tweak explored visual cues from iconic luxury brands to create a standout design that embodies indulgence and a luxury experience. The custom metallic gold ink, refined typography, and delicate colour palette convey softness, comfort and luxury. Working with the frosted, semi-opaque stock was challenging, but by printing on the outside of the stock we could incorporate a matte ink to contrast with the high sheen metallic ink. The success of the Emporia brand has also lead to the launch of the new Emporia Flushable wipes.