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2018

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Promotional package

MatsumotoKiyoshi Holdings Co., Ltd.

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.

Client / Manufacturer

MatsumotoKiyoshi Holdings Co., Ltd.

Chiba, JP
Design
Interbrand Japan, Inc.

Interbrand Japan, Inc.

Tokyo, JP
Date of Launch
2017
Development Time
up to 12 months
Target Regions
Asia
Target Groups
Consumer / User

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