Noopii make great nappies. But Noopii is more than a nappy company.
Noopii is a New Zealand owned & operated, social enterprise business with a difference, created by two kiwi mums who saw a gap in the market for a unisex, disposable nappy option that was performance driven, safer for babies’ skin and kinder to the environment. Noopii Eco-luxe products, paper packaging and cardboard freight cartons are made from 70% sustainable and renewable materials, their nappies and pants contain plant based components and naturally antibacterial New Zealand made Manuka. Their range of wet wipes are 100% biodegradable and their nappies and pants range are free from dioxins, fragrance, chlorine, latex and lotion, making them safer for sensitive skin.
For each pack of nappies sold a portion of sales is donated to the ‘Trees That Count’ project, contributing to reforestation and tree planting efforts across New Zealand. In addition, a percentage of profits from every pack purchased goes toward one of their native habitat and animal recovery organisations; Yellow-eye Penguin Trust, Forest & Bird and Project Jonah New Zealand. Furthermore, Noopii products are competitively priced with other brands, offering families a premium and affordable baby care options.
As a new brand, Noopii required a packaging design concept that challenged the ‘norm’ of infant products, demonstrated the brand’s values in New Zealand and mimicked the innovation of the packaging’s interior product – a nappy that is currently the most sustainable on the market and contains a unique ingredient; Manuka Hydrosol, which is naturally antimicrobial and plant based. Noopii is the only baby care brand currently to use Manuka Hydrosol in the production of their nappies and pants. The paper packaging follows the likes of premium and luxurious consumer goods, akin to high end health care or skin care branding and packaging, removing unnecessary plastic waste and keeping the packaging design elegant.
The shape, design and orientation of their nappy packaging is a contemporary update from standard nappy or diaper packaging, the graphic layout on the packages is simple and concise. Essential information of the pack’s sizes, infant weights, and benefits clear on the front to allow busy parents to pick correct products easily, whilst shopping. A quick turn to the back and visual iconography of the product’s points of difference clearly communicate why and how Noopii is unique. Choosing the right colour palette was a crucial and early step to setting this brand and package design apart. The colours are chosen for their gender neutral quality – a clear depart from gender-stereotyped pink and blue pastels – and to clearly communicate Noopii’s New Zealand heritage without the predictable and overused wash of white and green usually associated with eco products. The elegant palette promotes the premium quality of the brand, appealing to the purchasers – the parents and caregivers – many of which are becoming more educated and ever conscious consumers.
The palette is directly lifted from New Zealand’s landscape – stonewash grey of river boulders, golds and ochres of rugged tussock landscapes, bold turquoises tones of South island lakes and the deep teals of the ocean that surrounds Aotearoa (New Zealand). Each pack sold supports native wildlife and habitat recovery, therefore each of the nappy, nappy pants and wipes packs are illustrated with a native New Zealand animal and/or native flora. The use of illustrative graphics provides an element of playful design, as Maui’s dolphins, South island tomtits and Yellow-eyed penguins peek out from the front and sides of the packs and adorn the nappies themselves – appealing to the smaller, cuter customers who wear them.
The design is in line with with Noopii’s goal of ensuring their products are high quality, but remain affordable to every parent. Their products have a great price parity amongst the leading brands. The design has proven to increase the brand value, as caregiver feedback has said parents are more inclined to try Noopii for the first time after being drawn to them on supermarket shelves, as well as display Noopii packaged products in their nurseries or children’s bedroom. In addition, many parents prefer the simple, plant-based ink printed nappy designs over the bright and chemically coloured competitor brand nappies.
A fitting package design to demonstrate that Noopii is truly a unique company with a clear vision to make positive and measurable differences. Noopii continues to launch new products across the globe. From Supermarket stockists in Australia in 2021 to e-commerce in Europe in 2022. And they’re just getting started.
