Hakle X Leo Burnett
Graphic Design, packaging
Rolling Out Fresh Ideas with Hakle & Leo Burnett Berlin. Yes, I went from legacy
foundations to toilet paper and I’m not mad about it. While at Leo Burnett Berlin, I helped refresh the packaging design for Hakle, Germany’s iconic loo-roll brand. The challenge? Make softness, hygiene, and trust jump off the shelf without getting too... cheeky. It was a fun dive into FMCG where every layer (and ply) mattered. Proof that good design belongs everywhere—even in the bathroom.
Packaging
Design so clean, you’ll want to leave it out For Hakle, we embraced minimalism to turn toilet paper packaging into something you wouldn’t hide under the sink. Clear, calm, and soft to the eye, because good design belongs in every corner of your home, even the WC.
