Marking a significant departure from their usual clientele (Google, Apple, Nike and Sephora and Vogue Japan to name a few) international design duo Craig & Karl have teamed up with toilet paper company and social enterprise Who Gives a Crap.
Based across London and New York, Craig & Karl have designed a series of limited edition toilet paper wrappers for the company to be proudly displayed in customers’ homes.
“We love Craig & Karl’s style and have dreamed of working with them since the beginning,” says CEO of Who Gives A Crap Simon Griffiths.
“They have such an impressive body of work both locally and globally – it is a real honour.”
Craig & Karl have designed five different patterns for the company’s wrappers, each displaying a different human feature – eye, ear, nose, mouth or finger.
The playful designs allow customers to create individual works of art that loosely represent an abstract face.
The collaboration with Who Gives a Crap is well aligned with Craig & Karl’s creative vision and passion for social enterprise.
The toilet paper company contributes 50 per cent of all profits to building toilets across the developing world.
“We like to ensure that each brand we work with is doing great things, whether it’s from a product, innovation, manufacturing or environmental perspective,” one half of Craig & Karl, Craig Redman says.
“A big part of the appeal in working with the socially conscious Who Gives A Crap was the company’s thoughtfulness that goes beyond the consumers immediate needs.”
The collaboration allows the company a meaningful and attractive way to spread its sustainable message.
“Good design can make you more aware of the world and can deliver an important message in a smart and meaningful way,” says Karl Maier from Craig & Karl.
“It can provide unexpected opportunity to educate and inform the broader community.”
Since being established in 2012, Who Gives A Crap has continually challenged perceptions around toilet paper, transforming the typically unglamorous and utilitarian product into a beautifully designed, environmentally friendly and ethical offering.
Founded in Melbourne by entrepreneurs Simon Griffiths, Danny Alexander and Jehan Ratnatunga, the unique business model helps provide access to clean water, sanitation and hygiene education in the developing world.
Previous collaborations with artists Beci Orpin and Stephen Baker have sold out in as little as 3 weeks.
“We love toilet paper, but we exist because roughly 2.5 billion people don’t have access to an adequate toilet,” Griffiths says.
“Every roll that we sell provides someone with access to a toilet for one week.”