Freestyle

The new diaper brand Freestyle offers killer performance with its 100% tree-free bamboo core, ultra-soft material, artist-designed prints, and a commitment to being plastic negative. Freestyle is redefining the mainstream perception of parenting through high-quality, eco-friendly baby care products that bring joy to the parenting journey. Through packaging and imagery that steer away from traditional baby care branding, a visual world was created that appeals to modern baby makers who prioritize sustainability, community, and aesthetics.

Since the appearance of the first disposable diapers in 1948, the market has remained quite stagnant. The goal was to create a brand that not only revolutionizes diaper changing in a fun way but also connects with parents on a deeper level, turning parenting challenges into shared triumphs. Traditional, bland visuals with stock-like imagery, muted tones and childish prints were replaced by colorful packaging, playful flash photography and artist collabs. 

“Diapers just caught a vibe.”