Making value trusted
Baby categories are the toughest categories to challenge and win. When a child is on the line, parents overwhelmingly choose national brands that are familiar. Against this market context, Woolworths had an ambitious goal: to create a value, retailer nappies brand that’s not only trusted, but loved.
Inspired by the joy and colour that children bring to our lives, our design is a pointed departure from category norms. Whereas national brands were heavily systemised and brand-centric, we wanted to evoke joy, emotion, and freedom.
Instead of boxing babies in brand devices, we set them free with room to roam, crawl and play.
From the lower case logomark to the soft cloud holding device, we created a brand that you felt instinctively would cradle, cushion, and care for your little one as much as you would. Against an airy background, colourful polka dots add life, warmth, and fun, while variants are colour-coded for easy navigation. The result is a brand that’s comforting and confident — designed for little ones but crafted for big impact.
