1 Coop Baby3200X2000

Co-op Defining Opportunity / Brand Evolution

Bouncing with pride


The Brief

Give our customers a credible own-label alternative and encourage new parents to shop the range as their little ones grow.

The Opportunity

Baby care was out of touch, failing to care for the new type of parent who we identified as mostly millennial. Forgoing the ‘me too,’ busy and sanitised pack style we brought a little lifestyle to baby care and focused on the reality of parenting.

2 Coop Baby3200X2000

Age suggestive, story book style illustrations offer something totally different to the baby care category, in place of the unrealistic ideals projected by other brands.

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We worked with Jim Field, award-winning illustrator of children's titles 'The Lion Inside' and 'Oi Dog', to flout category cues in favour of characters that appealed to both parent and child.

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We created our own patterns for the nappies so they feel as confident on bottoms as packs do on shelf.

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