Sustainably minded paper products brand Cheeky Panda has unveiled a new brand identity and packaging refresh.
The makeover – created in partnership with design agency B&B Studio – “introduced fresh desirability and standout iconicity as the brand seeks to grow its offer in the household space”, said Cheeky Panda, which uses bamboo to make all its products.
The overhaul also gives greater prominence to the fast-growing brand’s Colin the Panda mascot. He now featured “as a confident and timeless brand symbol, paired with a stronger logotype and the clear promise of sustainable bamboo to reinforce Cheeky Panda’s eco-credentials”.
The new packaging had also introduced “softer, more natural bamboo patterns that echo the silky feel of the products themselves”, the brand added.
The rebrand was “a huge milestone for us”, said Julie Chen, Cheeky Panda CEO & co-founder. “It captures everything our customers already love about Cheeky Panda, while giving us the strength and confidence to take the bamboo revolution to the next level. It’s cheeky, it’s bold, and obsessed with bamboo – exactly what we stand for.”
Shaun Bowen, co-founder & creative partner at B&B Studio, added: “Our refresh of Cheeky Panda fixes all the problems the original packaging had. Softness, naturalness and a genuine sense of bamboo expertise have all been added in to great effect, resulting in a meaningful evolution that elevates the brand from cheeky challenger to bold bamboo icon.”
Launched in the UK nine years ago with just toilet roll, Cheeky Panda now offers 16 paper products – including kitchen roll and facial tissues – across 25 countries.
Last year, the brand’s loo rolls grew value sales in grocery by 10.9% [NIQ 52 w/e 7 September 2024], after the overall business had seen revenues jump 17% to £12.7m in the year to 31 December 2023.
Cheeky Panda broadened its portfolio in May with its first period care range comprising biodegradable pads and liners.
Earlier this month, the brand was shortlisted for Eco Pack of the Year at The Grocer New Product & Packaging Awards 2025. Winners will be announced at a lunchtime ceremony on Friday 7 November at Wembley Stadium.
No comments yet