Cheeky Panda unveils refreshed brand identity and packaging to reinforce sustainability positioning

Cheeky Panda, a UK brand specializing in sustainable toilet paper and kitchen rolls, has unveiled a refreshed brand identity and packaging design. Developed in collaboration with B&B Studio, the initiative aims to consolidate the company’s position as a reference in bamboo-based products.

The new look incorporates softer, natural bamboo patterns inspired by its growth, while placing the mascot Colin the Panda at the center of the brand’s recognition strategy. According to the company, simplified messaging ensures key sustainability facts stand out while maintaining its playful tone.

The updated packaging eliminates plastic, aligning with Cheeky Panda’s commitment to reducing environmental impact. The refresh also aims to enhance the perception of softness and expertise in bamboo, reinforcing the brand’s leadership in sustainable tissue.

 “This rebrand is a huge milestone for us. It captures everything our customers love about Cheeky Panda and gives us the confidence to take the bamboo revolution further”, stated Julie Chen, CEO and co-founder of the company.

Shaun Bowen, co-founder and creative partner at B&B Studio, added that the update addresses past challenges by delivering a bolder identity, strengthening Cheeky Panda’s role as a sustainable tissue leader.

Founded in 2016 by Julie Chen and Chris Forbes, Cheeky Panda now operates in 25 countries with a portfolio of 16 B Corp-certified products. In 2023, it was voted the UK’s most sustainable toilet paper brand thanks to its 100% FSC-certified bamboo sourcing.

The company claims its products generate 65.5% fewer carbon emissions compared to conventional toilet tissue and feature fully recyclable packaging.

With annual sales surpassing USD 15 million in 2023, Cheeky Panda recently closed a USD 1.2 million crowdfunding round, attracting more than 1,000 new investors to support expansion into categories such as eco-friendly baby wipes and straws.

Although it postponed its planned USD 300 million IPO due to global economic uncertainties, the company continues to strengthen its retail presence in premium outlets, including Waitrose and Boots, while leveraging bamboo’s fast growth and low carbon footprint as a competitive edge.