Brand identity, packaging design, and art direction for Freestyle.
The first disposable diapers appeared on the market in 1948, and since then, the diaper market has remained relatively stagnant. New, disruptive baby care brand Freestyle aims to resonate with the values of modern parents, prioritizing sustainability, community, and aesthetic appeal, reshaping perceptions of changing diapers.
The goal was to create a brand that brings fun to diaper changing, with packaging that parents would enjoy keeping on the changing table and carrying with them.
25% of new parents are Gen Z, the majority by 2030. According to studies, community, sustainability, and modern values are important to them.
In addressing environmental concerns, Freestyle opts for fast-growing FSC-certified organic bamboo over wood. The latter is much less sustainable, as the diaper industry cuts down over a billion trees annually, taking more than 20 years to regrow.
Traditional baby care brand visuals with stock-like imagery and muted tones were replaced by Freestyle’s bold and vibrant colours and flash photography.
The colourful outer packaging is made of matte-finished, biohybrid material. The side windows showcase limited edition artis collab patterns, steering away from traditional dinosaur prints. The back of the packaging focuses on community, providing the brand story and a “Baby Makers” section introducing Freestyle parents. The wipe packaging, with its fun push-button and embossed lid, makes changing diapers a little less dull. The product family not only stands out clearly on the shelves among competitors but has also gained popularity on Instagram. Parents enthusiastically share photos of the vibrant and fun packaging, creating a sense of community among those who embrace the Freestyle brand. Freestyle not only revolutionizes diaper changing but also connects with parents on a deeper level, turning everyday parenting challenges into shared triumphs.
