By Melody Korongwe
In an age dominated by bright white consumer goods, Naked Paper is choosing a different path—one that is honest, raw, and rooted in sustainability.
Formerly known as Naked Sprout, the eco-conscious tissue brand has unveiled a bold rebrand with the help of London design studio Other way.
The result is a visual and verbal identity that proudly reflects its values: unbleached, unfiltered, and unapologetically brown.
At the heart of this rebrand lies a simple yet powerful message: “It’s brown because it’s greener.” This slogan cuts through the clutter of ambiguous eco-friendly claims by linking the tissue’s natural color directly to its environmental benefit.
Naked Paper skips the traditional bleaching process, avoiding harmful chemicals and reducing carbon emissions, making its brown hue a symbol of integrity and care for the planet.
Other way has effectively captured this ethos in the brand’s design. The new “NP” monogram logo is clean and impactful, subtly evoking the look of an unfurling toilet roll. It’s a clever visual cue that combines functionality with style.
The color palette further enhances this story—beige dominates, echoing the natural look of unbleached bamboo, complemented by earthy brown tones.
A gentle touch of pink adds warmth and a playful elegance, balancing the minimalism with a hint of charm.
Typography is another key element of the rebrand. It’s modern and refined, ensuring clarity while reflecting the brand’s no-nonsense approach.
Alongside the visuals, sharp copywriting adds personality—witty but purposeful, aligning with the stripped-back ethos of the product itself.
Otherway’s work with Naked Paper shows how simplicity and authenticity can powerfully resonate. In choosing brown over white, Naked Paper is not only redefining what sustainability looks like, but also proving that eco-conscious design can be both beautiful and brave.
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