Swear Words

Who Gives a Crap – Turning the toilet-paper category on its ass.

  • PhotoTin & Ed

Who Gives A Crap supplies feel-good toilet paper and uses 50 percent of its profits to build toilets in the developing world.

This project was a super-fun international collaboration of creative thinkers, which included a product designer from New York, a social entrepreneur in Melbourne and a famous copywriter in London, to name a few. We used our most turdy typography skills to realise an iconic brandmark and package that is as unexpected as it is memorable in the category.

Who Gives A Crap has since sold enough toilet paper to go to the moon and halfway back. As of 30 June 2016, the company has donated $428,500. The product line has expanded to include paper towels, tissues and limited-edition artist collaborations utilising the core brand elements we designed for consistency.

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“The brand has performed really well and a lot of that comes from having packaging that’s really exciting. We loved working with Swear Words and the results have been great.”

Simon Griffiths
Co-Founder and Head Honcho


WGAC joined forces with the likes of Craig & Karl, Stephen Baker and Beci Orpin to incorporate their artwork into our original package design to enable an exciting ongoing evolution of the brand.

Brand Evolution


Visit our studio at
Level 1/224 Swan St.
Richmond VIC 3121

—enter via alleyway

Call +61 3 9421 3572
or send an email to

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We’re currently not hiring,
but folios are welcome here.


We create emotional connections through meaningful design solutions.

We specialise in brand design and strategy for digital, environmental and packaging applications.

Most importantly, we’re nice people.

Swear Words is: Scott Larritt, Audrey Mailhot, Holly Worthington & Rachel Chew.