The Japanese designer Kazuaki Kawahara, observing the common custom of shops and supermarkets in the country of the rising sun to give toilet paper and fruit to customers as a sign of appreciations, developed this simple and fun packaging that has won the prestigious A ‘Design Award.

The toilet paper rolls were wrapped with a colorful wrapping paper that, once inserted in the center, shows the cross-section of a fruit – kiwi, orange, strawberry, watermelon – with a three-dimensional effect. Irony, color and aesthetics for a success that has very quickly won over 19 countries worldwide.

“I attempted to design that brings a smile to the face of anyone who sees it right away’ – kazuaki kawahara