A toilet paper delivery service isn’t a new idea, but during Covid lockdowns in Melbourne, emotions decided to use the tried-and-tested model and donate fifty-percent of profits to vital mental health organisations and services that needed funding more than ever: Black Dog Institute, Lifeline, and Beyond Blue. We thought it was a great idea and got behind the business with digital support. The emotions point of difference is in their products: their TP is premium quality, they offer one of the only 4-ply products in the market, and one of the only TPs made in Melbourne. We wanted to reflect that by providing a ‘premium’ user journey. Customers can shop with ease – everything’s clear and streamlined with easy-to-understand options for choosing a one-time purchase or a subscription, with variable frequencies; puls the ability to add extra products.