VIC Cotton Company traces its roots to post-World War II England, when gauze bandage manufacturers introduced exfoliating cotton washcloths as a simple, durable everyday essential. Decades later, founder Ted Peterson drew inspiration from his daughter, Ida, and reintroduced the product with renewed purpose and intention.

What began as a humble cloth evolved into a modern personal care brand grounded in heritage, quality, and giving back. The brand also supports a greater mission through the “Ida Impact Fund,” which funds leukemia and blood cancer research.

Today, the VIC Exfoliating Cloth delivers deep face and body exfoliation in a washable, reusable 100% organic cotton design. Created with intention and care, from product design to packaging, every detail reflects a commitment to quality, and well-being.

“This isn’t a reinvention of skincare,” Peterson adds. “It’s a rediscovery – of materials, of care, of simplicity done well.”

From functional origins to a premium brand experience

In its earliest form, VIC was packaged simply in a clear Ziplock bag, a practical solution reflective of its origins. Recognizing this shift, founder Ted prepared to reintroduce VIC for today’s health and wellness market. He saw that the packaging needed to evolve. To compete in a premium, digitally driven retail environment, VIC Exfoliating Cloth required packaging that elevated the product, reinforced its value, and aligned with its refined brand vision.

That’s when Ted partnered with Brook + Whittle to transform VIC’s packaging from basic to premium, without sacrificing the product’s authenticity. He first connected with the Brook + Whittle team at Luxe Pack New York in May 2025. His goal was clear: find a travel-friendly, reusable pouch solution.

Brook + Whittle stood out as a true one-stop shop with state-of-the-art facilities and the ability to bring both design and production together under one roof.

The packaging challenge

A primary challenge in bringing VIC Exfoliating Cloth to market was developing packaging that matched the product’s quality and intention. While the cloth’s postwar history emphasized simplicity, the original packaging no longer reflected the modern, high-end aesthetic Peterson envisioned.

As a growing small business preparing for an online launch, VIC Exfoliating Cloth faced key decisions around pricing consistency, scaling production, and building customer trust. The packaging needed to do more than protect the product. It had to immediately communicate value, credibility, and premium positioning from the first interaction in an e-commerce setting.

Functionality was equally important. The packaging needed to support reuse and travel easily with the customer. It had to feel intentional, not disposable. Through multiple production runs, Brook + Whittle worked closely with Ted to refine the pouch design. The team improved product fit and ensured the final solution met both practical needs and brand expectations. These changes ensured the final packaging aligned with Ted’s expectations for a clean, thoughtful presentation.

Why flexible packaging was the right fit

Flexible packaging proved to be the ideal solution for VIC Exfoliating Cloth, aligning seamlessly with both the product’s purpose of how customers would use the cloth day to day. Lightweight and durable, the flexible packaging made it easy to store, reuse, and take the cloth on the go, extending its usefulness beyond the initial purchase.

Brook + Whittle teamed up with Peterson to create a custom three-sided seal pouch that matched his vision and needs. The pouch uses 52-gauge soft-touch matte PET laminated to 3.5 mil clear PE, giving it a velvet-like feel that looks and feels premium, while still being strong enough for repeated use.

Designed for reuse, the pouch features a 10mm press-to-close zipper. This secure closure allows customers to travel with and store the cloth long after purchase. A circular window on the lower right provides clear product visibility while preserving cleanliness. This detail builds confidence for online shoppers by offering clear visibility before purchase.

The Brook + Whittle difference 

Brook + Whittle provided more than just packaging. It was a true partnership. From operational guidance to reliable production and shipping, Brook + Whittle made premium flexible packaging accessible to a growing small business.

“Launching VIC Cotton Company was a big moment for us, and having the right partner made all the difference. Brook + Whittle delivered the quality and functionality we needed while also providing steady, reliable support along the way. More importantly, they really understood what an emerging brand needs to succeed,” said Peterson. “With their help, we were able to confidently launch on Amazon, Shopify, and viccloth.com with the modern, high-end experience we wanted our customers to have.”

Ultimately, VIC’s partnership with Brook + Whittle demonstrates how premium flexible packaging can support both brand vision and business growth. By delivering a premium, reusable pouch that balanced quality and functionality, Brook + Whittle helped Peterson launch VIC Exfoliating Cloth with confidence. It also built a scalable packaging foundation for future growth.

This story originally appeared here on the Brook + Whittle website.