The quiet household object

There's a category of household objects that nobody is supposed to notice. Salt cellars. Light switches. The thing you put your keys in by the door. Loo roll belongs in this category, and most of the brands act as if it doesn't.

We started by looking at what the noisy ones do. Cartoon bears. Embossed quilting. Screaming colours that suggest you are a winner for buying soft paper. And on the eco end, the opposite mistake: woodgrain typography, exclamation marks, copy about saving the planet one wipe at a time.

The brief, internally

We wrote the brief as: This is a loo roll. It does the job. It doesn't apologise, it doesn't celebrate. Restraint, not silence.

The result is a kraft box with one short serif word on the front. The colour palette is greens and clays you'd expect from a design studio rather than a wellness brand. The packaging tells you what's in the box and how many sheets per roll, and otherwise leaves you alone.

What the design carries

A few signals matter without shouting:

• The materials list is visible, on the side of the box, in the same typeface as the rest.
• The price-per-sheet is printed, so you can compare against any supermarket roll without doing the maths.
• The cardboard is un-laminated, so the whole box recycles in your kerbside bin.

It is the most boring product you will buy this month. That is, mostly, the point.