Who gives a crap – Lyon & Lyon
Who gives a crap
Services
Sustainability

Approach

For Who Gives a Crap, Lyon and Lyon took a fresh, playful approach to redesigning the brand’s retail packaging, aiming to maintain the humour and bold personality that the brand is known for while adding a touch of elegance for retail shelves.

Client

Who Gives a Crap is a purpose-driven company that produces environmentally friendly, sustainable toilet paper, tissues, and paper towels, donating 50% of their profits to improve global sanitation and build toilets in underserved communities.

Quote

Who Gives a Crap flushes “soft cuddly design tropes”

Concept

The main aim was to “visually disrupt” the “aesthetically stagnant” toilet paper aisle packaging in a way that would “leave other brands feeling outdated and, dare I say, unethical”. To achieve this, Lyon&Lyon avoided the “soft cuddly design tropes” often found in the toilet paper aisle.

Story

Lyon&Lyon co-founder Mat Lyon says the brand “has a lot to say”, from its “deforestation message” and the fact that it donates 50% of profits towards building toilets to its “super long” toilet rolls”. He explains that “retail purchasing decisions can take as little as three to five seconds”, so the studio had to navigate the “messaging hierarchy” and tailor it for a retail audience.

Most people are not aware that making traditional toilet paper causes deforestation, according to Mat Lyon who says it is easier to get the message across online and “trickier in retail”.

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Deep Dive

The main aim was to “visually disrupt” the “aesthetically stagnant” toilet paper aisle packaging in a way that would “leave other brands feeling outdated and, dare I say, unethical”, says studio co-founder Ben Lyon. To achieve this, Lyon&Lyon avoided the “soft cuddly design tropes” often found in the toilet paper aisle, Ben Lyon adds.

The main aim was to “visually disrupt” the “aesthetically stagnant” toilet paper aisle packaging in a way that would “leave other brands feeling outdated and, dare I say, unethical”, says studio co-founder Ben Lyon. To achieve this, Lyon&Lyon avoided the “soft cuddly design tropes” often found in the toilet paper aisle, Ben Lyon adds.

Who gives a crap
CREDITS:
Design:
  • Lyon & Lyon
Photography:
  • Nigel Barker
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