While we expect toilet paper, tissue paper, and kitchen towels to be white, they start brown, and the whitening process involves using chemical bleachers, which are harmful to the environment.

Naked Paper is a home and bath paper product brand that sells unbleached paper made from more sustainable bamboo, but it also uses recycled cardboard collected within 85km (about 53 miles) of its Spanish factory. The packaging is tape and plastic-free, utilizing vegan glue.

Recently, Naked Paper underwent a brand refresh, enlisting design studio Otherway. The updated identity includes a change from Naked Sprout to Naked Paper to clarify what the brand sells to consumers. The brand was getting callsasking about Brussels sprouts, so it chose “Naked Sprout” as a reference to bamboo, but consumers were not making the connection between “sprout” and “bamboo.”

The updated branding uses a color palette inspired by the visual properties of Naked Paper’s products to highlight their unique and sustainable properties. Beige and brown dominate the new visual identity, with a touch of pink for pop. The new wordmark also references Naked Paper’s products, using soft and rounded curves for the letterforms. The NP logo uses soft curves and is reminiscent of the unfurling of toilet paper rolls.

And, as a cherry on top, Naked Paper’s updated packaging is plastic-free and cleverly uses a perforated flip opening that serves as a dispenser and makes the box easy to store.

Otherway’s refresh of Naked Paper artfully and beautifully makes the brand’s eco-conscious nature more evident to consumers. The approach also has something poetic about it: A brown color palette echos the unbleached paper visually, and the clever use of the rolls’ shape in the update makes it clearer that the brand isn’t in the Brussels sprouts game.