Who Gives a Crap

Good for your bum, even better for the planet.

Who Gives a Crap

  • Branding + Identity
  • Packaging System
  • Print Collateral
  • Illustration

Not just another toilet paper company, Who Gives A Crap is a direct-to-consumer brand with a deeper social mission. They create toilet paper from eco-friendly materials, using a portion of profits to build toilets for regions in need. After launching in Australia, WGAC was expanding to the US and UK. We partnered with them to expand their beloved, witty brand personality and create a cohesive visual system that could sustain their global launch. We upped the delight factor while leaning into their quirky persona.

Custom playful shapes and organic compositions allow each roll to stand alone, as well as create a collective effect on-shelf.

Photo credit: Gregory Reid