Hakle is the best-known German toilet-paper brand. When it was sold to new investors in 2013, we were not allowed to continue the usage of the famous “Puppy” as the brand mark anymore. We created a modern and self-confident brand image, by avoiding the usage of common design elements such as flowers and animals. We broke clearly the rules of this product category, using a reduced human design language with bold and vivid colors. Story-telling above technology. Simple guidance above flowers. With great success.