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Turning toilet paper into home-decor

No. 2 came to us with a cool concept and several questions. The idea was to marry the loud prints of La Double J with a sustainable bamboo toilet paper and the subscription model of Quip. That naturally led to the questions: what do we call it, what does it look like, and what is its voice? We helped find answers to all of these questions (and more).

Branding & Identity

Making No. 2 number one

When working with No. 2, our objective was to elevate and reinvent the perception of toilet paper while owning the bathroom conversation. After a full naming exercise, we ended up going with the founder’s original gut instinct, “No. 2,” an homage to the bold, cheeky nature of Samira (the founder) and her brand. Deep roots in sustainability paired with an awareness of the potty humor that surrounds anything bathroom-related inspired an irreverent but inclusive tone, quirky illustrations, and a vibrant brand palette. Branding that is chic, retro, and playful all work to leverage No. 2 as a one-of-a-kind toilet-paper brand that truly elevates any bathroom to a throne room.


Because toilet paper shouldn’t be ignored

The packaging for No. 2 is essentially the face of the operation; the bold prints are integral to the brand’s ethos. When we began brainstorming design options, we cast a wide net, pulling everything from vintage Italian designs to 90s hip-hop inspo before we were able to capture just the perfect vibe.

Product Photography

Let the product do the talking

As mentioned, the packaging design for No. 2 is an integral aspect of what makes them… well, them. Our photographers kept this in mind when they opted for a simple background and limited props. This, in turn, highlighted the patterns on the rolls, striking a nice balance with design elements on the website.


Roll that beautiful beard footage

No. 2 makes light of the oft unspoken bathroom rituals, and we wanted this tone to be on full display with the videos we produced. Our team came up with a concept for the main intro video that borrowed from the gimmicky techniques seen in 90s infomercials but with a quirky, self-aware twist. We took visual inspiration from Wes Anderson’s aesthetic and its ability to be both playful and informative.

Website Design & Development

The art of converting scrolls to rolls

We built a custom ecommerce solution on Shopify that underscores key brand elements while facilitating a seamless online shopping experience. When browsing the site, users are greeted with cute gifs, product videos, and an image of unraveled toilet paper that guides them down the homepage. Our developers implemented a quiz at the bottom of the homepage to interact with users and help them navigate a new paradigm: calculating how much toilet paper they’ll need on a subscription basis. Each of these details engages the customer, helping increase page view time and, even more importantly, conversions.