We partnered with the founders of Peachies at the very beginning of their product development, long before the brand name even existed. Their obsession was to create a better nappy — a super-soft upgrade to the alternatives — with unrivalled performance, unbeatable absorbency, and no nasties.
Together, we set out to build a brand that speaks honestly about the realities of parenthood, grounded in the belief that candid transparency is sadly lacking in the world of parenting. Our mission was to create a brand that would not only improve parents’ lives but also contribute to making the world a better place. The business was built with a tangible commitment to positive change, through a lasting partnership with Save the Children, supporting kids in the first 1,000 days of their lives.
In a market saturated with implausibly perfect baby worlds and saccharine illustrations, we aimed to create a brand that was the antithesis to the incumbent nappy brands. We designed a clean, functional wordmark with a subtle, cheeky wink in the letter “E”. The packaging is minimal and white, standing out from the competition both online and on shelf. Super-clear, colour-coded sizing and a relatable tone of voice ensure the brand speaks directly to tired parents.
Our lifestyle photography is grounded in truth, showing real families in real homes. Shot in a reportage style, it captures the magic of parenthood, with all its imperfect madness. The product is photographed in genuine, sleep-deprived scenarios that every new parent can relate to. This is paired with high-resolution 3D renders that highlight the product engineering behind the nappy itself, showcasing the quality and design in every detail.
Strategy
Identity
Design
Packaging
Digital
It’s impossible to articulate how much value we place on our partnership with Otherway. Best-in-class.”