Who Gives a Crap makes retail debut with help from Sheffield agency

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Sheffield’s Lyon&Lyon has worked with eco toilet paper brand, Who Gives a Crap ahead of its supermarket listing.

The Sheffield agency was approached to create packaging concepts to bring the brand’s “vibrancy and humour” to the retail environment.

This meant, no mascots, no gimmicks, just vibrant colours, bold patterns and an “honest verbal tone that hits you straight in the smiles.”

“Our ambition was to visually disrupt the toilet paper aisle with new, iconic retail packaging that would leave other brands feeling outdated and, dare I say, unethical,” explained co-founder, Ben Lyon.

“We both share a passion for infusing fun and rebelliousness into our work while staying true to our sustainable values, so this project was a perfect fit.”

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Twin brother Mat Lyon added:

“We recognised that the toilet paper aisle had some of the biggest real estate on supermarket shelves but had been aesthetically stagnant for years.”

“Our creative approach was to smack customers in the chops with a truly bold and impactful eye party that dives out from the wash of soft cuddly design tropes and into the brain boxes of new customers.”

These concepts were then adapted in-house by Who Gives a Crap’s creative team to create the final packaging.

The launch is supported by a large-scale marketing campaign.

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