Changing consumer trends, this packaging design tackles an old age Japanese stigma around purchasing toilet paper head on. Interbrand Japan, the designers behind this Platinum Pentaward winning design claim to have made toilet paper something to embrace by giving it attitude! This design takes the functional shape of a standard toilet roll pack and likens it to every day similar shaped objects by displaying the full-size image of every objects on the exterior of the packaging, in order to create the illusion that something other than a pack of toilet roll is being carried, such as a baby or a boom box. The genius idea plays on the stigma surrounding personal hygiene in Japan and uses a quirky sense of humour to alleviate it. A real worthy winner of the 2017 Body Platinum Pentaward in our eyes.
PLATINUM PENTAWARD 2017
BEST OF THE BODY CATEGORY
Brand: Matsukiyo - Toilet paper
Entrant: Interbrand Japan
Design: William Woduschegg, Hideto Matsuo, Yoshihiko Miyagi, Sayaka Ichiki, Yusuke Arai, Koici Fujimura, Kanako Yaginuma