Consumer categories do not get much more commoditised than toilet paper. When Shht Happens came to us (a disability-led, female-owned startup entering that market) the challenge was clear: how do you build a brand that matters when the product is literally interchangeable?
The answer is brand development. Not a prettier package. A complete system (strategy, naming, identity, and design) that gives people a reason to choose you.
Starting with strategy
Before any design, we defined what Shht Happens stands for: accessibility, sustainability, and unapologetic humour in a category that takes itself too seriously.
That positioning shaped everything, from the name (memorable, ownable, conversation-starting) to the visual identity and packaging design.
Brand naming in a crowded market
Naming in consumer goods requires balancing distinctiveness with clarity. Shht Happens needed to be bold enough to stop someone mid-aisle, ownable enough to trademark, and flexible enough to extend across product lines.
Identity and packaging design
The identity system was built for shelf impact and digital shareability, bold colour, confident typography, and illustration that reflects the brand’s personality without feeling gimmicky.
Packaging design was treated as a brand touchpoint, not an afterthought, because in consumer goods, the package is the first brand experience.
What founders can learn
Entering a commoditised market is a brand development problem, not a product problem. The founders who win are the ones who invest in strategy and identity early. Beforethey are fighting for shelf space with a generic logo and a prayer.
To discuss strategy, identity, or a full brand development engagement, start a conversation with our studio.