Bonterra is leaning into design as a strategic differentiator with the launch of its first-ever designer collaboration for facial-tissue box designs, partnering with Canadian interior decorator and television personality Sarah Richardson to elevate an everyday household essential. …“This is Bonterra’s first designer collaboration, placing creative vision front and centre,” Kruger Products CMO Susan Irving tells strategy. …the move is rooted in consumer insight, citing research showing that packaging design plays a meaningful role in purchase decisions, particularly where products are often displayed openly in the home. …The primary target audience is “Canadians looking to make more sustainable choices in their everyday without sacrificing on beautiful design,” Irving says. …The facial tissues are made with 100% recycled paper, packaged without plastic and supported by initiatives including 4Ocean and Veritree. The brand has committed to planting 150,000 trees in Canada over three years and removing the equivalent of 19 million single-use plastic water bottles from oceans.