Anthem Worldwide has redesigned the packaging for Kimberly-Clark's range of coloured Andrex toilet paper that is being launched this week under the slogan 'Colours of Nature'.

The design agency was briefed to overhaul the current packaging – which uses bright yellow, pink and blue to denote each of the three toilet papers – and tone down the colours to better suit contemporary bathrooms.

Sophie Woodford, Brand Development Manager at Kimberly-Clark said: "The new packs exude both quality and a truly natural feel that will engage with today’s consumer. The more contemporary look is in line with current bathroom trends and will have great stand-out on shelf."

Anthem was appointed to the Andrex account in February on the strength of the brand's relationship with its repro house parent, Schawk.

Barry Seal, UK managing director at Anthem Worldwide, said the firm had taken great care to ensure that the packs were imbued with Andrex’s brand values. "But, we've had real fun in bringing natural inspiration to the packs through gorgeous visuals and graphics."

"We really appreciate the trust and confidence that the Kimberly-Clark team have had in us, which has enabled us to really stretch the brief and create a design that we are all very proud of," he said.

The three new packs are called Aqua Spray, Natural Pebble and Pink Blossom and carry photographic images of sea spume, pebbles and blossoms. The front of the packaging also includes the Andrex puppy peering through a front-pack window.