Iceland’s tourism has reached great popularity with travelers and the island country’s facilities could not keep up with its demands. As a result, people have been exploring Iceland irresponsibly with careless bathroom trips in the open nature. Although fecal matter is common in the wild, high human traffic and concentration is bad for the ecosystem and should be managed. Skitpok is an emergency toilet kit made to address this problem, but can also be applied to any place travelers and campers go. The kit can be distributed at the airport or at high traffic tourist areas. The packaging uses a QR code to help the user locate a proper disposal bin nearby.

Icelandic is a very old language and its people had a straightforward way of naming their places by simply describing them. For example, their capital Reykjavik translates to "Smokey Bay" because its first settlers observed a lot of steam and smoke coming from the natural hot springs. Skitpok follows this naming convention—it translates to poop bag. 

Skitpok's color identity and system reflects Iceland's natural environment. The two main brand colors reference Iceland's volcanic nature and icy climate, while the secondary colors reflect other natural features found around Iceland. Skitpok's brand mark and pattern reflects the products function as a container.

The Skitpok tagline "Poop Responsibly" sets the tone of the brand to be both humorous and serious at the same time. The airport advertising uses examples on how easily an irresponsible defecation can ruin a person's trip.