Swear Words’ identity for Who Gives a Crap wins hearts and bums

Who Gives a Crap supplies “feel good toilet paper” offering 50% of its profits to build toilets in the developing world. We’ve covered the social initiative since its inception in 2012 when it launched on IndieGoGo, exceeding the funding goal five times over.

The unique packaging comes from Melbourne-based studio Swear Words, who used “all it’s branding and design translation skills” to visualise this clever concept in its packaging. Shortlisted in the 2014 Create Design Awards, the studio explain, “we did this through an amazing international collaboration of creative thinkers, which included a product designer from New York, a social entrepreneur in Melbourne and famous copywriter in London to name a few.”

Part of the brief was to turn the toilet paper category “on its ass” and consider every pun possible, while also inspecting how the product would be displayed or positioned in the users bathroom. Every box of toilet paper comes with an emergency roll — wrapped in red — which ensures you’re never caught short and doubles as a reminder to re-order another box.

The packaging has since been well-received by design-conscious toilet-users, branding blog Truly Deeply described the design work as the antithesis of ”puppy dogs and soft, white clouds, The Who Gives A Crap visual brand language design is a real stand-out. The fresh design elements, colour palette and type style combine to create a brand identity and packaging story that looks nothing like its [...] counterparts.”

A project that is apart of “something bigger” and increasingly far-reaching, “impact to date shows that every roll of Who Gives A Crap is basically providing someone with access to a toilet for about one week. When it comes to flushing out poverty and saving the planet, we’re on a roll.  And together, we can save the world from the bottom up.”


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One Response

  1. Great work. What a wonderful project, congratulations to all.

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