for all Australians from all walks of life

Sorbent has been proudly supporting Australians for over 70 years, they’ve helped us wipe our bums, blow our noses and many other uses we don’t care to mention.

With an undeniable great product, and some entertaining comms in the past, the brand lacked distinction in both its visual language and what, if anything, it stood for. So often with iconic brands, they become outdated, tired and have lose their way and connection with their consumers - they need some reinvigorating and a bit of love to let them stand tall, this was the case with Sorbent.

Solaris Paper partnered with The Edison Agency to develop their brand identity strategy, design system and portfolio architecture strategy to rejuvenate their portfolio across all products lines, from rolls to wipes and everything in-between!

The Sorbent brand needed to pivot from a commodity product to a branded experience that reflected its Australian heritage, and a unique attitude and point of view that would resonate across all mediums, from packaging to communications.