SLD is starting the year on a high note. Our design work for White Swan has been honoured by the 62nd edition of the GDUSA Awards for excellence in graphic and brand design. 

Presented by Graphic Design USA, the GDUSA Awards are among the industry’s longest-running competitions. Founded more than six decades ago, the program recognizes standout work across branding, packaging, print, digital, and interactive design, drawing thousands of submissions each year from design agencies, in-house teams, freelancers, and students worldwide.

White Swan has long been a trusted name in the tissue and paper category, but over time, its AFH (Away-From-Home) portfolio had grown fragmented. Multiple logo treatments, inconsistent backgrounds, and dated floral imagery made the brand hard to recognize at a glance. Additionally, although nearly all SKUs are FSC and EcoLogo certified, the packaging didn’t reflect its eco-credentials. SLD was brought in to unify the portfolio, refresh the logo, and create a cohesive, nature-inspired design system for bath tissue, facial tissue, napkins, and kitchen towel formats that were flexible enough to perform across diverse substrates, print processes, and market requirements.

The refreshed White Swan logo received subtle evolutionary updates, modernizing its look while preserving brand recognition. Packaging now features layered shades of green and natural motifs, creating depth at the same time conveying serenity, quality, and environmental stewardship. The logo is carefully integrated within this landscape, anchoring each SKU and harmonizing with the background. An integrated design system ensures consistency across all 12 SKUs, with layouts in English, French, and Spanish to suit a range of AFH settings. The result is a cohesive, contemporary line that seamlessly blends into hospitality and workplace environments, all while reinforcing the heritage, trust, and eco-conscious positioning White Swan has built over decades.

A special thank you to our partners at Kruger PRO for their trust and collaboration in bringing this work to life.