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Discipline: Packaging

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Discipline: Packaging

In Japan, toilet paper used to be shameful. The designers decided to turn convention on its head by boldly redesigned leading drugstore brand Matsukiyo’s toilet paper, wrapping the rolls in unique, eye-catching graphics, including photos of a baby, a beatbox, a bag of vegetables, and a ripped six-pack. Instead of traditional text telling people how many sheets of one-ply or two-ply are included, the packs encourage purchasers to dance and sing, to be extrovert, to celebrate their paper. From something to hide, they have made toilet paper a fun and beautiful feature, an accessory, something you show off proudly, something to attract attention with.

  • TARGET GROUPS Consumer / User


  • DEVELOPMENT TIME up to 12 months


Client / Manufacturer

MatsumotoKiyoshi Holdings Co., Ltd.

MatsumotoKiyoshi Holdings Co., Ltd.
Chiba, Japan



Interbrand Japan, Inc.
Tokyo, Japan

William Woduschegg, Hideto Matsuo, Yoshihiko Miyagi, Yusuke Arai, Sayaka Ichiki, Keiko Higashi, Kanako Yaginuma, Sayuri Morio, Koichi Fujimura

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