The 2 Litre Towel

  • 2017

  • Communication

Designed By:

Commissioned By:

Australian Weaving

Designed In:


Australian Weaving didn’t have a budget for advertising so we changed their packaging to make shoppers understand and appreciate the quality of a well-made towel.

We tested the absorbency of our towels, we discovered they could soak up almost twice the water of cheap, imported towels. An incredible 2 litres of water.

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  • To reinforce our unique selling point, the towels were packaged in 2 litre plastic bottles and displayed in refrigerators in-store to help them stand out in one of the most commoditised retail categories. The plastic bottle packaging provided a simple, physical way to help shoppers reframe what they should be thinking about when purchasing a towel: absorption.

  • The 2 litre bottle was designed to open in two halves. Purchasers were encouraged to fill empty packaging with water to prove the 2 litre claim to themselves. The 2 Litre Towel sold at a 100% increase on the previous retail price. The first production run of 2,000 towels sold out in-store in less than 3 weeks. Our online inventory sold out in 3 days. And best of all, our cotton mill in Wangaratta, the last surviving one in Australia, is again thriving.