Swear Words

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

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  • IDENTITY DESIGN
    PACKAGING DESIGN
    TYPOGRAPHIC DESIGN
  • 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

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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

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Swear Words is at
Level 1/224 Swan St.
Richmond VIC 3121

—enter via alleyway

Call +61 3 9421 3572
or send an email to
us@swearwords.com.au

Follow us @swear_words
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We’re currently not hiring,
but folios are always welcome here.

 

We create emotional connections through meaningful design solutions. Most importantly, we’re nice people.

Swear Words is: Scott LarrittTom Clayton - SW_ABOUT_STAFF_SL, Tom ClaytonTom Clayton - SW_ABOUT_STAFF_TC, Audrey MailhotTom Clayton - SW_ABOUT_STAFF_AM & Maegan BrownTom Clayton - SW_ABOUT_STAFF_MB