ABOUT

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 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.

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.