A bog standard naming exercise? Or one not to be sneezed at?

We thought we'd do the dreadful puns before someone else did.

One of Mike's most recent projects has been to name a new, and highly environmentally friendly, tissue brand. 'Papura' toilet and facial tissues are made from bagasse, a by-product of sugar production. This leftover sugar cane, normally destined only for dumping, can be turned into high-quality paper without any of the harsh bleaching or disinfecting required for normal recycled paper.

These qualities made it, Mike felt, a purer form of paper. And it wasn't far from that to the new name, Papura. The name in place, Mike also wrote the copy for the packs, which explains the story behind the brand in bold, simple terms and creates maximum impact on the shelf.

Papura has been taken on by that smartest of supermarkets, Waitrose, and is now available in selected stores. So go and grab yourself some and do yourself, the planet and Mike a favour.