Freestyle is the nappy brand bringing a bold new look to baby care

US – Nappies brand Freestyle is shaking up the baby care market with its eco-friendly nappies that ‘give diapers a new life – and give parents a diaper that cuts out the baby talk.’

Using a hyper-absorbent 100% tree-free bamboo pulp, as opposed to plastic and wood pulp, Freestyle considers parenthood to be ‘the ultimate creative act’ and wants baby care products to reflect that.

Finnish designer Marina Veziko is responsible for the brand’s eye-catching visual identity, choosing to move away from traditional muted tones and ‘cute’ stock imagery, instead opting for bold colours, playful photography and artist collaborations for the nappy branding.

Working with photographer Sofia Okkonen, the brand captures bold, dynamic moments of parenting such as breastfeeding and swaddling, and avoids solely depicting the nuclear family to recognise the diversity in modern parenting. For each drop, the brand also collaborates with an artist, giving them the freedom to visually interpret the concept of parenthood through illustration.

Freestyle taps into the Gen Z Parenting Market through its creative, representative and sustainable nappies and packaging, creating a baby care product that parents will feel excited about buying and using.