Cottonelle Summer Fresh Wipes

Jun 8

Elevated Product Imagery for CPG Personal Care Brand

Brand Overview

Cottonelle is a name synonymous with household hygiene and everyday comfort. Their Summer Fresh Flushable Wet Wipes are designed to offer a new level of daily cleanliness, utilizing a light, refreshing scent and a unique CleaningRipples texture to provide a shower-fresh feeling. These wipes prioritize both gentle care and technical excellence, as they are hypoallergenic, made with purified water, and free of alcohol and parabens. Beyond the personal benefits, the product is plumber-approved and septic-safe, ensuring a high-quality experience that respects the home’s infrastructure. With a convenient rigid flip-top design to maintain moisture, these wipes represent the brand's commitment to creating thoughtful products that help families flourish through simple, elevated hygiene routines.

Project Objective

The goal for this project was to showcase the Cottonelle Summer Fresh Wipes within real-life settings that highlight the product’s freshness, cleanliness, and daily usability. The brand asked for a gallery of imagery featuring modern bathrooms and suburban homes that utilized a neutral and light color palette. My objective was to demonstrate the product’s versatility, showing it in its natural environment on bathroom counters and linen shelves, as well as in active, on-the-go scenarios like the gym, car, or office, in addition to creating relatable narratives like a grocery pickup scenario. By blending these functional demonstrations with elevated lifestyle scenes, I provided the brand with a comprehensive asset bank designed for high-impact digital marketing and e-commerce platforms.

Production Challenges

The primary challenge in creating imagery for a utilitarian product like flushable wipes is bridging the gap between functional necessity and aesthetic desirability. My goal was to move beyond the purely practical and treat the product as a design element within a curated space. It requires a specific level of intentionality to ensure that a household staple feels like a natural part of a high-end wellness routine without losing its approachable, everyday utility. Balancing these two ends of the spectrum is what allows the final gallery to resonate with the modern, style-conscious audience that the brand is marketing towards.

Creative Process

I used my studio to build out the modern, bright bathroom environments requested in the brief, creating a sense of freshness that reflects the product identity. To demonstrate versatility, I staged a variety of scenarios that reflect an active lifestyle, including a gym scene with a yoga mat and weights, and an on-the-go setup featuring a leather bag. I also took the project outside the studio to create a realistic grocery pickup scene using my car trunk and plain brown bags, as well as utilizing my laundry room for additional lifestyle depth. By incorporating unexpected settings like a kitchen counter, I was able to offer a fresh take on how the product integrates into every room of a suburban home. This multi-location approach allowed me to create a comprehensive library of imagery that feels both professional and deeply rooted in a real, daily routine.