Squatty Potty redefines pooping with latest branding and message

These changes come at a time when the company is evolving its portfolio of products and expanding its global reach. “In the last year, Squatty Potty has successfully diversified and scaled its product offerings whilst broadening our own global footprint across four continents,” said Bernie Kropfelder, CEO of Squatty Potty. “Our new website and brand identity better reflect our market-leading position and clearly demonstrates the comprehensive lifecycle of products that we bring to consumers across the globe.”

The rebrand comes on the heels of a new study published in the Journal of Clinical Gastroenterology. Researchers found that 90% of people who used the Squatty Potty strained less, and 71% had faster bowel movements amongst other benefits.

“Our brand is one of a kind,” Squatty Potty Creative Director, Carson Stilson says. “We found a way to capitalise its unique message whilst better communicating the health benefits our stool is proven to provide.”

The brand mission has been updated to clearly convey that Squatty Potty is practical, proven, and fun. The new identity is designed to work effortlessly across digital and physical channels, the new logo evokes a feeling of inspiration and the customised font speaks to the upgraded playful position of the brand. The water droplets give a nod to the brand’s home in bathroom products and the splash upwards is designed to convey the company’s continued movement and expansion beyond stools.

The new identity has also been carried through the packaging executions as well. Highly stylised packaging designed in both vertical and horizontal footprints allows for varied merchandising options at retail. This execution highlights the brand and products whilst optimising shelf footprint.

Squatty Potty’s products are unique to the toilet stool category because they carry an FDA Registration as a General Wellness Device. Their stools are recommended by doctors and therapists across the globe. The company also aims to reduce plastic waste by including 50% recycled material in their line of plastic stools. More than 5 times the industry standard. Further setting the iconic brand apart from knock-offs and plagiarisers. “It is a message everyone needs to hear,” commented Kropfelder. “You’re pooping improperly and it has proven our product can change your life for the better.”