Packaging & Photography Refresh

Who Gives A Crap is an eco-friendly toilet paper and home products brand that uses paper wrappers to avoid plastic waste. After several years of the same wrapper designs, Who Gives A Crap decided it was time for a refresh. The previous wrappers had a pastel retro look which were starting to feel stale, though the brand was known for their fun patterns and the existing products had a lot of customer love. The goal was to remain playful and pattern-forward, but become more modern and bold. In addition to toilet paper, the brand also had several other products in its portfolio that hadn’t yet received the same attention as the main product, TP. My goal with this refresh was to create a system of patterns that would feel fresh and exciting, uniting all of the products together in a recognizable approach (while creating distinct patterns for each product). Initially, we thought the project would a lighter touch refresh, but as we worked through the system, we decided a full redesign was in order. One established rule remained: Recycled toilet paper was colorful, while Bamboo toilet paper was black and white to convey that it was more premium.

Once I designed the wrappers and finessed them with Belen Ramos (e.g. doing lots and lots of color print tests), I then helped plan the photoshoot. This involved establishing a photography look and feel as the brand didn’t have photography guidelines yet. In fact, the brand had been functioning with very few photos at all! I researched, created mood boards, and sketched a shot list. Bel directed the shoot in Australia.