Feel the Love

In just four years, Cute&Co nappies grew from launch to 10% market share, a genuine challenger to the legacy brands. But as competition intensified and new brands entered the category, Cute&Co risked losing its connection with the modern, young parents it was built for. Onfire was brought in to sharpen the brand's story, refresh its brand identity and packaging, and restore its relevance while staying true to its 'everyday' positioning.

 Onfire developed a new brand idea, "All that Matters," which centres on what parents actually want: fewer distractions and more peace of mind. Rather than piling on features that drive up prices, Cute&Co gives parents exactly what they need to keep babies and toddlers dry and happy.

 To bring this to life, the redesign strips away the usual clutter of claims and icons common to the category. The new design shifts focus to the emotional pull of the brand name - we celebrate 'connections', the small moments that define the early years: snuggles with a favourite toy, family support, friendships with people and pets. These are the "&Co" moments that shape these important stages. The brand name becomes something parents feel, relate to, not just read. The look is warm, modern, and quietly confident; more companion than commodity, inviting parents to feel at home with the brand both in-store and at home.