B&B studio has created the name, visual identity and packaging for Kit & Kin, a new family brand featuring nappies that combine premium performance with bio-degradability, alongside a range of certified natural skincare for mothers and babies. Dermatologically tested and approved, each nappy uses more sustainable materials than other standard household brands, and contains significantly fewer chemicals for a drier and healthier start to life.
B&B's strategy was to create a stylish, contemporary and gender-neutral brand that would appeal to modern parents, while signalling natural eco-friendly performance through simple, intuitive design. The brand name is a play on words inspired by the idiom 'kith and kin,' meaning 'your family,' while the tone of voice is approachable, knowledgeable and slightly humorous, communicating brand values in a clear and friendly way that helps new parents navigate the baby care category with confidence.
The visual identity features fresh, soft colors that feel appropriate for mum and baby alike, alongside illustrations of mountains and flowers that feature geometric Scandi-influenced patterns and signal environmental responsibility. A brand character - Kit - is shown beneath a leaf, representing both dryness and eco credentials. The nappies themselves have irresistible animal faces on the back, including a panda, fox, bear, tiger and owl, all designed by B&B.
"The nappy category is divided between mainstream brands signalling performance and niche brands that focus on the out-dated hokey codes of natural," said Shaun Bowen, Creative Partner at B&B studio. "For Kit & Kin, it was vital to signal the coming together of eco credibility and effectiveness, and we've achieved that with design that's truly desirable too."