Who Gives A Crap makes eco-friendly toilet paper, with a portion of profits used to build toilets for regions in need. After launching with success in Australia, the brand decided to expand to the US and UK. We partnered with WGAC to help update the brand’s visual system to achieve a global reach. To retain the WGAC’s quirky persona, we played with custom illustrations, expressive new shapes, and an unexpected color palette. The resulting packaging experience ups the delight factor while sustaining the brand’s quirky, lovable persona.