Puffs is trying to be a competitive brand in a space where the leading competitor, Kleenex, is synonymous with the category.

To help Puffs increase their brand recognition, and to have some fun with a fun-less product, we came up with Bawl So Hard.


Package Redesign:

In-store look:


Copy: I.

Art Direction/Design: The Photoshop Machine, Spencer Phillipson

Strategy: Nicole Allen / Amar Mann / Me