ABOUT

Waitrose wanted a presence in the baby/toddler /child market to compete with their competitors. Brand name, identity and packaging were required.

Typography was chosen for the branding as this enabled a broad range of ages from 0 - 6 without polarisation. This enabled flexibility in execution so that the product range could compete in the various sectors whilst still retaining an overarching brand look and feel.

This resulted in own brand nappies outselling the main competitor within Waitrose stores.