Featured image for Who Gives A Crap's Brand Refresh

Who Gives A Crap's Brand Refresh

by Chloe Gordon on 01/04/2023 | 2 Minute Read


Who Gives A Crap sells eco-friendly products, like toilet paper, and donates 50% of profits to clean water and sanitation non- profits. But here’s the thing, it doesn’t look like a typical eco-friendly brand. It doesn’t even look like a traditional toilet paper brand. Because Who Gives A Crap has always done things, well, differently.

The brand has a reputation for making everyday household items fun and delightful with colourful packaging and playful puns that people want to display in their homes. It’s a brand that breaks away from the monotonous earth tones, uses “bum” freely and doesn’t shy away from a dad joke.

The goal behind the brand evolution was to design an ownable visual system and packaging that would make people feel good about doing good. To do this, we leaned into the fun and playful nature that was key to the brand while also adding nods to sustainability, water and sanitation to tell the brand story.


To allow our unique brand voice to shine, we designed a custom typeface that felt inviting and ownable by drawing inspiration from the brand logo. And we added more delightful, human elements to our iconography.

We leaned into a bright, bold colour palette with unexpected combinations and shapes inspired by nature, sanitation, and bums (we couldn’t help ourselves).

When it came to packaging, Who Gives A Crap already had a lot of brand recognition, and we wanted to make sure we honoured that.

We kept the playful patterns that made it so iconic but updated them with a bolder, more geometric approach. Every product was designed to be exciting on its own while also working well as a set.

The finished result is a fun and playful brand with vibrant packaging that invites our customers to feel better about doing better.