Humanising high-performance eco diapers

Client

DYPER

Project

DYPER Brand Refinement

Services

Brand Identity, Brand Strategy, Packaging Design, Product Naming, Verbal Identity

Sector

Consumer Goods

Humanising high-performance eco diapers

The Brief

DYPER needed its brand to catch up with its message: to make plant based, compostable diapering feel like the obvious choice for new parents. The brief was to soften and modernise the identity, elevate the baby facing warmth, and clearly communicate plant content and REDYPER™ benefits.

Background

DYPER is a US-born diaper brand on a mission to defend your baby’s planet. Built on plant based innovation, radical transparency and its unique REDYPER™ composting program, it offers high performance diapers with far fewer plastics and zero nasties. But despite the plant powered product being soft, cosy and kind, the visual identity still felt sharp, engineered and with a tad too much testosterone. These are diapers, not power drills after all.

The Solution

We led an intensive 5-day brand sprint in Arizona with DYPER and The Craftory, building three prototype brands. We looked at everything from design systems and AI supported photography to on brand copy and clickable site concepts for consumer testing. Insights from over 1,000 parents identified the winning route to develop, so we set to work building the 'Babyverse': a squishy, natural, imaginative world that wraps gently around every touchpoint.

Humanising high-performance eco diapers

The Brief

Background

The Brief

The Solution

Nappies but make it Matisse

DYPER's previous brand world felt about as soft and warm as a circular saw. Hardly reassuring for new moms who want their babies to be safe and dry. Research showed it also wasn’t effectively signalling their eco-friendly and plant-based benefits. At a glance the brand seemed aimed at blokes who browse Screwfix before bed, so it definitely stood out, but maybe not in the best way. Switching to soft pastels and a gentler, feminine look would have made DYPER invisible to the very moms we want to attract. Enter the Babyverse, a lively, playful world seen from a baby’s perspective. Bold, chunky typography with all the confidence of a toddler saying “no.” Abstracted organic shapes and a reimagined mascot all communicating “plant-based purity” without ever feeling too polished or fake.

Power tools vs. finger paints

Packaging was given a complete overhaul to reflect the new identity and direction, no more sharp edges and over mechanical minimalism. Instead we see an explosion of colour, nature and childlike playfulness that was rated by our target consumers as five times more distinctive than the original, three times more memorable and we more than doubled comprehension of the ‘plant based’ message vs the original. Best of all, the new look provided a healthy 60% uplift in likelihood to subscribe.

Smart ideas, playful puns

A voice that’s Clever, Bold and Joyful makes DYPER smart without being smug and grown up but never grey. We created a tone that blended purposeful wordplay with optimistic clarity, allowing DYPER to challenge the plastic problem and still drop a daft dad joke.

Enter the Babyverse

The Babyverse concept was really an opportunity to have our babies inhabit a ‘nature-led’ branded world that instantly communicated playful softness and safety. Early on, we explored multiple routes ranging from sophisticated premium to more accessible abstracted routes. The Babyverse direction started with a simple question: “What if the whole brand felt like soft play? Like a giant squishy jungle gym?” Early experiments found that we couldn’t literally translate this as the plasticky, rubbery look to those kinds of assets which runs contrary to DYPER’s ‘plants over plastic philosophy’. The final direction led us to a combination of natural forms made from safe, soft natural fibres. This doubled down on the right comfort and plant based semiotics and through a combination of real world baby photography, 360° HDRI lighting capture and CGI Babyverse worlds, we brought the idea to life.

Bum deal? Not anymore

DYPER's new positioning tackles an old dilemma: nappies that work for babies versus nappies that work for the planet. Their Big Idea refuses to choose. Plant-based fibres replace plastic. Dermatological testing guarantees zero rashes, zero leaks. And the optional REDYPER™ service? It composts used nappies and returns them to the earth. ‘Plants over plastic’ is a Big Idea born of genuine product performance, exceptional absorbency, clinical safety credentials and environmental responsibility.

Frankie (do you remember me?)

Last but not least we reimagined the DYPER mascot, Frankie the giraffe, which can often be a sensitive spot for brands. We made sure to include Frankie as a key part of the consumer testing to ensure nothing had been lost, in fact it was quite the opposite. Our new mascot design was a staggering six times more popular than the original.

Humanising high-performance eco diapers

DYPER Brand Refinement

Humanising high-performance eco diapers

Nappies but make it Matisse

Power tools vs. finger paints

Smart ideas, playful puns

Enter the Babyverse

Bum deal? Not anymore

Frankie (do you remember me?)

Our Expertise Blending meticulous craft and a straight-talking approach, we create brave brands that deliver on business goals.

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