Designer Kazuaki Kawahara has taken ordinary bath tissue to a level exceeding normal consumer concerns of softness and comfort: that of the playfully aesthetic.
Kawahara, the creative director and CEO of Latona Marketing, conceived of toilet paper rolls individually wrapped to resemble fresh fruit.
According to designboom, the product capitalizes on a Japanese business tradition of offering toilet paper as a novelty gift to customers.
Latona's TP has proven popular both internationally and in the design world.
In 2015, the company took home a Platinum Pentaward for their fruity-fresh innovation.
Each cheeky overwrap conceals 30 meters of two-ply, fragrance-free tissue.
Here's a look at the choices of the winningly wrapped wipe.
We're a little disappointed that pineapple is not among the offerings, but are hopeful for its inclusion in the next crop of Kawahara's bathroom bounty.
To order your very own roll, visit Latona Marketing's website.