DYPER Brand Refinement

Services

Brand Identity, Brand Strategy, Packaging Design, Product Naming

Sector

Consumer Goods

Redefining kind for the world’s most sustainable diaper

The Brief

With DYPER taking its first steps from a direct-to-consumer model towards the real-world retail space of Walmart, the baby care specialists engaged Better to refine its strategic brand position, define its most iconic brand codes and evolve its visual system for clarity and on-shelf impact.

Background

Following a new round of investment, DYPER approached Better to help retell its brand story and optimise its visual identity and packaging. With some great foundations in place, this was very much a job of evolution; not only in the way things look but in clarifying the meaning behind those elements and how they could be used.

The Solution

A new brand blade formed the jumping-off point, allowing DYPER to question the concept of kindness in their category. This new thinking allowed us to explore a more meaningful rationale and role for their giraffe mascot, and craft new brand pillars and tone of voice. This work manifested as bold packaging refinements, alongside extensive visual guidelines.

Redefining kind for the world’s most sustainable diaper

The Brief

Background

The Brief

The Solution

The power of Y?

Bringing rationale to the Y in DYPER, we put the childlike question of WHY at the brand's heart, using it to question a category that has been blinkered for too long. Disposable nappies have always been the easy option, but at what cost to the planet? Traditionally, kindness in the disposable diaper category focuses only on being kind to parents and babies – with ease-of-use features and promises of overnight dryness and zero rashes. But what about being kind to the planet? Why can't easy be every kind of kind?

Let me be Frank

The task with DYPER was first to evaluate existing brand codes and then bring meaning to them, so they could better connect to the core of the brand’s ethos. The DYPER giraffe had long been a part of the packaging; at one point, it was even a cuddly toy, but no-one knew why.

The Giraffe’s logic became clear by establishing a precise archetype blend alongside DYPER’s brand blade. Rechristened Frankie, the giraffe became the embodiment of the Visionary Angineer, an engineer of kind concepts with a vision bold enough (and a neck long enough) to look beyond the category noise.

Innocent questions, visionary answers

Drawing on the archetype and ‘the power of Y?’ We created a tone map that allows greater flexibility in messaging and communication. Built on the foundation of an ‘Easy and Kind’ tonality, the tone map allowed DYPER to poke innocently provocative questions at the category and answer them frankly, or Frankiely; giving our mascot an additional role and voice. This flexible map gives DYPER the ability to lean into their high-performance credentials or amp up their provocative innocence to grab attention.

Arche-type

DYPER needs to communicate its unique fusion of engineered kindness visually, which meant evolving the DYPER typography and iconography to make it less cold and robotic and more charismatic. Using the archetype components as vectors, we explored a spectrum of thirteen alternatives.

The Honest Engineer direction offered the perfect blend of innocence and engineering; with visual characteristics that blended with the bold machined nature of the existing logo and the softer illustrative style of Frankie, our mascot.

Packing a punch

In a crowded category, DYPER needs to stand out. We reformatted the packaging through the lens of the new brand strategy work, incorporating the evolved typography direction, to craft a disruptive shelf presence that demands attention. Retaining the high-viz yellow and black, together with sustainable craft textures, we designed a new interpretation of the packs that could be stacked on any side to maximise brand impact in every available shelf space.

“Working with Better has been transformative for our organisation. We have walked away with category-defining design and branding that is backed by consumer research and honours the identity of our company. Thanks to Better, we are fully equipped to scale to new heights.”

Alex Vailas

SVP, Brand Marketing, DYPER