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"Reel is a mission-driven paper goods company that delivers tree-free & sustainable options in the household paper category. Reel’s toilet paper is made of 100% bamboo and shipped with biodegradable, plastic-free packaging.  It’s the most sustainable, eco-friendly toilet paper on the market.

In addition to providing tree-free paper alternatives, Reel helps address water and sanitation issues worldwide. Every purchase funds access to clean toilets for those in need through our non-profit partners." (GreenPark Brands).

Reel Paper was founded in 2019 by experienced growth marketer, Derin Oyekan and Greenpark Brand's CEO, Livio Bisterzo in Santa Monica, CA. Derin was born in Nigeria making Reel Paper a black owned business. Supporting the black community has also played a large part in their core values since their founding date.

"To provide access to clean toilets to those in need around the world while also giving American households a way to reduce their carbon footprint."

Mission statements drive branding, culture, and even product development. We like this mission statement because the mission doesn't tie the company to the product. If Reel Paper's mission was to "create the best, sustainable toilet paper in the world", it wouldn't get employees or customers excited, it would tie the company to only focusing on toilet paper, and in the long run it would limit growth.

"Providing access to clean toilets to those in need" is a mission that is much easier to become passionate about. Passion fuels growth.

Although their core values are not directly stated, it becomes pretty clear what they are when talking about their mission:

1) Create Positive Impact for People and Planet

At the core of everything they do, Reel is dedicated to creating a positive impact. Outside of being a sustainable commodity, they donate 50% of their profits to help the billions of people around the world that lack access to a toilet.

2) Quality Product

Their marketing says their toilet paper is the best in the world, being stronger and softer than traditional toilet paper. The reviews seem to back it up. I'd argue that having a quality product even further supports the main core value, to create a positive impact.

3) See the Big Picture

It's not about toilet paper. It's about living unsustainably and the people that are suffering everyday. No matter what product is developed, we know it will be high quality and support a cause bigger than all of us.

Their logo is cute and clever. It's a toilet paper roll. The job of a logo isn't to depict what the company does, but in this specific instance it works great. It's comprised of basic shapes making it easy to remember, it can be reduced down to a single icon making it extremely versatile, and it stands out from all other traditional toilet paper brands. See for yourself, the traditional toilet paper brands can't get away from the bright blue fluffy logos. We get it. We use toilet paper to feel clean and comfortable, but the primary job of a logo is to stand out. These larger companies are failing at brand identity.

They all look the same. Now let's take a look at Reel Paper.

Reel uses all lowercase and expands it's color palette beyond blue and white. The logo is so simple it gives us a raw, organic feel and the custom font helps the brand stand out.

The toilet paper roll icon is clever and catches the eye. It's minimalism stands out amongst the big bubbly logos traditional TP brands have been using for years. At the end of the day, the brand that can attract the most attention wins. You can't attract attention if you look the same as all your other competitors.

The company still uses blue, like most other toiletry companies trying to present a feeling of cleanliness, but by adding a linen and brown to the palette, it comes around full circle as toilet paper, but sustainable. Such a simple addition can make a huge difference in the brand's ability to connect with consumers.

The typography is also simple. When all other competitors are using script bubble letters, Reel uses one of the most common typefaces on the planet, Avenir. It's okay to use a typeface that is so universal when all your competitors are using big fluffy fonts. There is beauty in simplicity when everyone else is too busy.

Like everything else, Reel's illustration is so simple, it's almost non-existent. Outside of their woven toilet paper roll pattern that reminds us of their logo, the only other illustration comes from simple icons.

Reel's photography either focuses on their minimal packaging, or photos that highlight the environment that Reel is creating a positive impact for: third world countries and everyday households.

Reel uses Instagram to show their products in actual households, provide us with household aesthetic inspiration, and focus our attention to our beautiful planet.

Reel's packaging is extremely simple. A brown toilet paper wrapper with their "r" icon on the front and an excerpt on the back that talks about the 2.4 billion people without toilets and what Reel is doing to combat that. As for the wholesale packaging, the brown box completely stands out from all other TP companies. No more plastic bag, just an organic brown box with Reel's logo, tagline (life changing paper) and unique selling points.

Reel's website is beautifully simple. As soon as you get to the site, you see Reel's product in an actual household environment. This preps the user for how it will feel to have Reel Paper in their own home. The copy is straightforward... I know right away what I'm buying and that it will be delivered right to the door and I'm given two buttons to either purchase toilet paper or paper towels.

The product page showcases the product in a realistic setting, laying inside of a basket looking more aesthetically please than TP typically does with a short and sweet title and description urging the user to subscribe to a monthly subscription rather than making a one time purchase.

It costs more to find a new customer than it does to up-sell an existing customer. Asking a new customer to subscribe right away gives Reel a chance to increase the lifetime value of their customer's straight away.

Reel offers a promotion to give friends $10 off their first order, and you'll get $10 when they make a purchase. It's clear, the photo showcases the product in a lighthearted, fun way, and there are two buttons to either share by email or via link.

Reel's testimonials are shown next to a product on the shelf at home. This not only highlights social proof, but also allows the customer to visualize the product in their own home at the same time.

I wasn't able to find any photos of Reel's offices, but I'd imagine the focus would be on clean white walls with natural wood tones, and lots of plants. Here's some home inspiration I found on Reel's instagram: