Responses by Paul Garbett, creative, Garbett Design
Background: Who Gives a Crap (WGAC), is an Australian toilet paper company that builds toilets. The company produces environmentally friendly toilet paper, paper towels and tissues and donate 50 percent of its profits to help build toilets for those in need. To date, WGAC has donated over $1.8 million to charity. We were commissioned to create a special edition of its premium bamboo toilet paper, The Play Edition, for the global market.
Reasoning: The Play Edition was designed to engage young and old in play. The idea for the range was inspired by children’s mix-and-match books—how they can be stacked in different ways to make whimsical totemic characters. To take this idea further, the outer carton can be recycled and made into a stage for even more fun.
Challenges: This project was not the result of a brief; it was an idea we had pitched to WGAC, thinking that the brand could be engaging more customers with kids. Approaching WGAC cold with the idea was probably the most challenging part. We had not done this kind of thing before.
Favorite details: The most satisfying thing is that people loved it, and they are engaging with it. At the time of writing, less than two weeks after launching, the range was sold out in the US and UK, and almost sold out in Australia. We need more whimsy and joy in the world, and we’re delighted that we were able to bring this idea to life. It’s a bonus to do this for a purpose-driven company with strong ethical values.
Specific demands: The WGAC team was great and supportive of the idea, so the design process was straightforward and a lot of fun. The team is based in LA, so it was completely remote; this could have been a challenge, but it worked great. Working with the wrapped rolls was a bit of a challenge because they are wrapped by hand, so we needed to allow for variances in the placement of elements.
Anything new: We learned that if you have a good—crazy—idea, it’s worth seeing it through. I think this experience has given us confidence in our ideas, and approaching clients with them.
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