Naked Paper Unveils New Unbleached and Unfiltered Branding

A company with nothing to hide due to its unwavering commitment to sustainability. Its distinctive brown colour being the primary proof point. Unlike other toilet papers, Naked Paper doesn’t bleach its paper – because bleach adds nasty chemicals and unnecessary CO₂ emissions.

To relaunch the brand (formerly Naked Sprout), we set out a simple ambition: get people to reappraise their toilet paper and ask one small but significant question: “Why is my paper white?”

This brand would be brown and proud, as nature intended. Like the product itself, we wanted to strip the design back to the bare essentials – no frills, no fluff. We built a visual and verbal identity from the simple, undeniable truth: “It’s brown because it’s greener”.

The result? A beautifully brown brand identity inspired by the shape of loo roll. The new brand pairs elegant, flowing paper with bold type, alongside thought-provoking copy that strikes the balance between playfulness with purpose.