Featured image for New Brand Good Time Launches Plastic Free Hair And Body Care Products

New Brand Good Time Launches Plastic Free Hair And Body Care Products

by Chloe Gordon on 10/12/2022 | 3 Minute Read

It's easy to think of toilet paper as ubiquitous. Yet, while some battle housemates with a passionate "over or under" dialogue (i.e., the beard versus the mullet), others aren't as fortunate to have these zealous debates. 

Who Gives A Crap is a toilet paper that began when the founders learned that billions of people don't have access to a toilet, resulting in deaths from diarrhoeal diseases caused by inadequate water and sanitation. The brand built a name for itself by donating half of its profits to help build toilets and improve sanitation in the developing world. Additionally, the toilet paper gets made from recycled materials, and the products are plastic-free. 

Editorial photograph

And if sustainable, charitable TP wasn't enough, Who Gives A Crap recently unveiled its sister brand Good Time. The new brand features plastic-free hair and body care that's good for you and great for the planet. In addition, Good Time promises 100% carbon-neutral shipping, 100% cruelty-free products, and 50% of profits donated to support clean water initiatives. 

Editorial photograph
Editorial photograph
Editorial photograph

The brand's products include a shampoo bar, a conditioner bar, and three different body bars. Each gets packaged in a beautiful paper box with nature-inspired photographs, shot by photographer Ethan Gulley, gracing the sides. The typography is youthful, and the lowercase sans-serif type of the logo, balanced with the descriptive serif typography, creates a harmonious system and brand world.

While Good Time is a sister brand to Who Gives A Crap, the ethos of saving the earth remains the same across both brands, but the messaging gets presented in a wildly different manner. Where Who Gives A Crap is cheeky and playful, Good Time is more refined and romantic. This new brand expression might spell a more holistic approach to the visual identity in hopes of casting a wider net and pulling in environmentally-conscious and values-based consumers. "The personal care space was a great opportunity to dial up the modernity and add a touch of sophistication. In tandem, the refined look and feel is a refreshing take on “eco” branding," mentioned Sarah Dewlin, Design Director at Good Time. "We think of Good Time as the “cooler, older cousin” to Who Gives A Crap. We wanted to create a bright and positive brand identity that sparks memories, evokes fragrances and feels good, while keeping some of the cheekiness."

Because a single plastic bottle can take hundreds of years to decompose, the brand has said "good riddance" to plastic packaging by reformatting products into solid bars. As a result, the products are functional and indulgent while also ensuring the protection of our planet. 

Editorial photograph
Editorial photograph
Editorial photograph