No fancy description on this one: The Co-op’s baby care range is the private label brand of baby diapers and wipes offered by Co-op, a British consumer co-operative and one of the oldest and largest in the world with eight million members.
Taking a closer look at the baby care category, Robot Food found that it was out of touch and failing to cater to a new type of parent. Research showed that the majority of new parents were millennials, yet most brands hadn’t moved on much from when said parents were in nappies themselves. In own-brand, an abundance of cutesy sub-brands and ‘me-toos’ seemed content to follow conventions of the leading brand names, competing solely on price with busy packs cluttered with claims and familiar colour schemes. Many across the category also appeared to generally support a sanitised, unattainable ideal of ‘perfection’ – something far from the experience of most new parents.
In true Robot Food ‘challenger’ style, the designs flout category norms and expectations of ‘perfect parenting’. Rather than airbrushed studio shots of smiling babies, the team commissioned children’s book illustrator, Jim Field. Famous for best-selling titles including ‘The Lion Inside’ and ‘Oi Dog’, kids and adults love Field’s colourful and humorous illustration style. Animal drawings replace babies on front of packs to communicate the relevant age and improve navigation, while rhyming product descriptors offer a storybook style tone of voice, completely unique to Co-op.
New packs say less but communicate more through a simple, stripped back hierarchy and clever use of iconography to simplify and amplify key pack messages without the clutter. The final result is a look and feel that is contemporary and relevant to modern parents, tied together with a tasteful colour palette that looks just as good on nursery shelves as it does in store.
Robot Food provided text
Images (opinion after)
And now for something a little different. Diaper packaging is not something I (and assume we all) think about a lot. Even when I parented two babies, I didn’t care or think about what the packaging looked like nor do I even remember what brand we used to buy because so much damn poop clouds your memory. The old Co-op packaging is about what I remember: some kind of baby photo and some kind of rounded sans serif, which, really, nothing wrong with it, just bland and clichéd. This new packaging is charming and thoughtful which, sure, is based on the strength alone of the illustrations, not necessarily the design; although the design is decent, accessible, and easy to decipher. Having different illustrations for each type of diaper also makes it easy for exhausted parents to buy the right one. All of this as a way of saying, this is a nice and memorable design of diaper packaging. Lastly, props to Robot Food for showing the packaging with all its bits and pieces of extra information that are usually left off of portfolio images to make them look cooler.