With Japan’s largest drugstore chain Matsukiyo, we decided to dress it up. From something to hide, we would make it a fun and beautiful feature. An accessory. Something you show off on the journey home. Something to make other people look.

We wrapped the 12-packs in eye-opening graphics that are a world away from traditional toilet paper packaging, including photos of a baby, a beatbox, a bag of vegetables, and a ripped six-pack. Instead of traditional text telling people how many sheets of one-ply or two-ply are included, the packages encouraged purchasers to dance and sing, to be extrovert, to celebrate their paper.

The packs flew off the shelves — they were gone inside 6 minutes. The reactions of shoppers was overwhelmingly positive, sparking (for the first time!) open conversations about toilet paper on the streets of Tokyo. In 2017 Matsukiyo will roll the redesigned toilet paper out across all 3,500 stores in Japan.