I think a lot about toilet paper.

It’s been on all our minds lately—and the more I thought about it, the more I felt the need to challenge the design.

Over the years, I’ve come to realize that some everyday things weren’t designed—they were just made to “get the job done.” Toilet paper is a perfect example of that.

So I asked myself, 'Why not rethink it? '

Introducing CYUB—an idea I’ve been toying with for a while. What if toilet paper came in a cube?

By introducing angled edges, it suddenly becomes easier to jerk-tear a sheet—something we all instinctively try to do. With the traditional roll, a quick tug often unravels way more than needed. That’s a waste.

Now, imagine packing it. Cubes are far more efficient than cylinders. Less wasted space, more structural strength, and fewer air pockets in your packaging. It’s simple geometry, but it changes everything.