The Playful Poo Brand That Proved Mascots Can Build a Whole World

In 2024, a wonderfully weird brief landed in our inbox and reminded us just how powerful a truly playful brand can be. Poo Paper didn’t come to us asking for “just a logo”—they came ready to lean all the way into their quirky, eco-friendly product and build a brand system that people couldn’t ignore.‍

Poo Paper turns animal poo into eco-conscious paper products and “toilet targets,” using humor as a gateway into conversations about sustainability and waste. It’s one of those ideas that makes people pause, laugh, and immediately ask, “Wait, how does that work?” Our job was to take that initial curiosity and turn it into a cohesive, memorable identity that felt fun, approachable, and surprisingly thoughtful.

This project became our playground for mascot-led branding—from crafting a central character and logo suite to designing an updated color palette, typography, and a Webflow site that brought the whole experience online. It showed us how a well-built mascot isn’t just a cute add-on, but the backbone of a brand universe: a way to tell the product story, make something “weird” feel inviting, and give customers a reason to share it with their friends.

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