Lyon & Lyon and Who Gives a Crap’s in-house team delivered a visual rebrand for the packaging of the green toilet paper

Who Gives a Crap and Lyon & Lyon work to deliver a visual rebrand for its packaging on the launch into the retail market. Primarily bought online, the brand is now available across 240 Waitrose stores in the UK. Launched by Simon, Jehan, and Danny to tackle sanitation issues globally while remaining sustainable, the brand now works with the aim of reaching a ‘carbon-neutral’ status.

With sustainability at the core of the brand and an emphasis on deforestation, Who Gives a Crap needed a shelf-standout element with a visually disruptive identity. So, with a witty brand name and vibrant yet soft, cuddly tropes, the packaging made it to the shelves.

Lyon & Lyon played an important role in sharing their expertise, and the rest was put together by the in-house design team. Targeting an audience that would choose a more traditional brand, Who Gives a Crap aimed at delivering packs that stood out in name, visual identity, and a meaningful cause focusing on sustainability and sanitation.

Plastic-free, made of sustainable material, and donating over 10 million dollars to their non-profit partners to build toilets and provide water, hygiene, and sanitation services in dense cities, fitting the title ‘Design with Purpose’.

For more information on Who Gives a Crap’s design, visit their website or follow them on Instagram.

Do you have new packaging you would like to share? Get in touch with us here.