Cute & Co Feeling the Love With Onfire Design

Babies may be cute but competition between nappy brands in supermarkets is anything but! A wide variety of brands battle for attention and shelf space so the heat is on to make the cut.

"That’s why Cute & Co, having firmly established the brand over four years, decided to get ahead of the curve with an in-depth review of its positioning and packaging in 2024."

Partnering with Onfire Design, a boutique specialist on Auckland’s North Shore, Cute & Co developed a new brand position and message to make the brand feel fresher and more relevant.

Founder, Sam Allan, says “At Onfire, we take all the values and features that make up an identity and translate them into visual elements that clients and their customers love. It’s more than packaging – it’s all about communication and storytelling that can also carry across media.”

Onfire took the opportunity to establish Cute & Co as the go-to brand for modern parents. The packaging comes to life with a bold new look while a clever modification to the Cute & Co wordmark reshapes the ampersand to echo a heart shape. What’s not to love? 

A Kiwi brand made for Kiwi families, the new Cute & Co packaging is vibrant, bright, and proudly showcases real Kiwi kids - photography focusing on fun moments with bubs, not the messy ones. The visual expression features the bond between children and their “& Co” whether that’s a sibling, soft toy, or beloved pet. The result is packaging that resonates emotionally and brings a sense of warmth to the brand proposition.

According to Onfire Creative Director, Matt Grantham, “the visual language underwent a significant transformation to align with its new positioning and drives ideas of fun, energy, and activity on the front with all the key Cute & Co product features and benefits on the back. Each pack is also colour coded to differentiate for age groups or stages of development.” 

Look out for the new work in store as the packaging ‘rolls out’ in Woolworths supermarkets nationwide. Initial impressions are proving the look is having the desired impact at the point of sale.