UK – Re-usable nappy brand Bambino Mio has joined forces with London-based design agency Big Fish to launch a new brand identity to empower environmentally conscious parents and address the global climate crisis. The company, founded in the UK in 1997, later expanded to 50 countries and has reportedly prevented over 2.5bn single-use disposable nappies from reaching landfill.
Big Fish worked on a new logo featuring a hidden bum and new branding with playful fonts, a bold colour palette, childish doodles and stickers. The aim was to inject a pop of colour and create a rebellious identity that appeals to parents and encourages them to make a sustainable choice for their baby’s future.
Bambino Mio also partnered with 3D packaging experts Studio Davis to redesign the structural packaging of their nappies with a more efficient modular design that reduces plastic waste.
The rebranding included introducing the Revolutionary Reusable Nappy, Bambino Mio’s next-generation nappy designed to be birth-to-potty and providing the convenience of a disposable nappy with the environmental benefits of a re-usable one. The brand is also tackling the cost of living crisis with The Changemaker bundle – saving parents over £700 ($890, €820) compared to branded single-use nappies. New payment options to allow parents to spread the cost over time, interest-free, have also been launched.
As explored in our Gen Z Parenting Market report, demand for environmentally conscious baby products is rising among young parents who already have the carbon footprint of their baby in mind.
Strategic opportunity
Although babies don’t care about the planet – yet, according to Bambino Mio co-founder Guy Schanschieff, their parents do. Retailers and manufacturers in the baby products market should consider rethinking their offers to include more environmentally conscious products and services. Gen Z consumers, as they become parents, will be even more rigorous with their purchases’ carbon footprint