Anyhow, I cut it out originally and couldn't make sense of it, so I contacted the designer and she came back with the answer very quickly, that it was made for vinyl. I wanted it to have more layer than that, so I made it that it had a white background with the vinyl layered over it. Cut some coloured card and it was done.
toilet roll - Lori Whitlock
this is the roll with it's vinyl layer attached
I changed my mind about the sentiment and cut it again with
white card and the vinyl words.
the plastic is the transfer sheet to place it onto card.
computer generated sentiment 3D'd and black marker surround
sentiment vinyl on white card 3D'd
toilet roll with coloured card and 3D'd