Naked Paper Repositioning green to be brown.
Naked Paper is redefining what toilet paper can be: unbleached, unapologetic, and truly sustainable. With nothing to hide, the brand’s natural brown colour is its boldest proof point – no bleach, no chemicals, no unnecessary CO₂ emissions.
Otherway repositioned, renamed and rebranded the company, moving from Naked Sprout to Naked Paper. At the core of the strategy is a simple but powerful idea: It’s brown because it’s greener.
The new identity embraces the raw honesty of the product. A flowing wordmark, inspired by the gentle curve of paper, speaks to softness and simplicity. The NP icon evokes the side profile of a toilet roll, another quiet reminder of what the brand stands for.
A stripped-back, unbleached brand world underpins every touchpoint, from the packaging to the launch campaign. Even the box was rethought to serve a second life in the bathroom, flipping open into functional storage.
Launched online and across the UK via OOH, Naked Paper proves that doing less can do more for the planet.
Services
Strategy
Identity
Design
Campaign
Credits
Foundry: Central Type
Otherway did a brilliant job of capturing our values. Turning them into a bold new name and identity that reflect who we are and where we’re going. Stripped back and proudly unprocessed - the new brand puts our natural story front and centre.”
Selected work
