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The difference is how the paper towel is made. Most paper towels are made of standard (or virgin) paper made from the pulp of softwood trees, and those fibers are then bleached to create a uniform white color.
The key difference is that Bravo paper towels are made with cellulose fibers from recycled paper pulp, which is infused with a special binder that gives it superior absorption capacity, wet strength, and durability.

Bravo paper towels are made using cellulose fibers from recycled paper pulp, making them more sustainable and eco-friendlier and those fibers are not bleached, retaining their natural tan color.

Bravo paper towels are made with 90% recycled fiber.

Bravo paper towels contain cellulose fibers made from recycled paper pulp. The recycled pulp is made of used paper which has been processed to be re-used, and much of these days is tan paperboard from shipping packaging.
Most of the paper towels on the market are made using standard, virgin pulp which does not contain any recycled content and is made directly of the pulp of trees.

Bravo is tan because the fibers are not bleached like with other white paper towels.

Some of the paper towels in the market have packages that are filled with more air to make the towels appear to be thicker and feel softer. As a result, the rolls look like they have more sheets, however, when you look at the sheet counts, you’ll find that they have less.
Bravo compresses our rolls so our packages contain as little air as possible (without negatively affecting performance) to further reduce the environmental impacts of shipping normally bulky paper towels, as well as enabling easier home storage.

Bravo does not contain any dyes, bleach, or elemental chlorine, making them less harmful to the environment.