Lyon&Lyon co-founder Mat Lyon says the brand “has a lot to say”, from its “deforestation message” and the fact that it donates 50% of profits towards building toilets to its “super long” toilet rolls”. He explains that “retail purchasing decisions can take as little as three to five seconds”, so the studio had to navigate the “messaging hierarchy” and tailor it for a retail audience.

Most people are not aware that making traditional toilet paper causes deforestation, according to Mat Lyon who says it is easier to get the message across online and “trickier in retail”.