
Bambino Mio, the world's largest reusable nappy brand, has unveiled its new brand identity with a mission to empower parents and tackle the climate crisis head-on.
With the tagline "Born to change things," Bambino Mio aims to make reusable nappies a mainstream category and inspire more parents to bid farewell to disposables.
Bambino Mio, a B Corp certified company, is present in over 50 countries, with its products available online and in major supermarkets, pharmacies and nurseries. Since its establishment in 1997, the brand has saved over 2 billion single-use disposable nappies from ending up in landfills or incinerators. It was last rebranded in 2017.
The rebrand encompasses a new brand identity, website, packaging, and nappy prints, all crafted by the UK-based brand, design, and marketing consultancy, big fish. To address waste reduction, big fish collaborated with 3D packaging experts Studio Davis to overhaul the Bambino Mio structural pack design and to advise on material strategy.
- 69% reduction in plastic in core nappy SKUs
- 54% plastic reduction overall on products with new packaging
- Refill tin caddy made from Welsh tin and manufactured with solar power
- Tin can be recycled repeatedly without degradation
- Efficient packing and modular design led to a 77% reduction in small bundles and 62% reduction in large bundles
- All plastic is made from recycled plastic and is recyclable.
Creatively, the rebrand injects a pop of colour into a sea of neutral nappies, embracing a child-like feel with rebellious scribbles and stickers. The logo encapsulates the essence of Bambino Mio - bold, simple, and a tad rebellious - featuring a hidden bum that emphasises the brand's primary focus.
The rebrand employs bold and stamp-like font, complemented by a scribble-like custom font called Little Rebel, and a playful yet simple tone of voice that raises awareness about the long-term issues associated with single-use disposable nappies. A vibrant and brilliant colour palette dominated by powerful purple, blue, yellow, and white, alongside secondary colours like sky blue, apple green, and carrot orange, completes the visual transformation.
The brand aims to challenge stereotypes by fostering realism and inclusivity, featuring diverse families thriving in less-than-squeaky-clean homes.
Marketing & Innovation Director at Bambino Mio, Joreen Singh says, "big fish is helping us spark a much-needed reusable revolution, making sustainability the convenient choice for parents. Nappies are an essential part of the reusable conversation, and we want to enable more people to reject disposable nappies and be part of the single-use plastic conversation."
Chloé Templeman, Executive Creative Director at big fish, adds, "We can't expect exhausted, overloaded parents to give up disposables at the drop of a hat, but reusable nappies have been limited to the eco-conscious few for too long. By starting from the bottom up, we want to provide parents with a reason to ditch disposables and make a difference to their baby’s future.”
To give our children a cleaner, safer tomorrow to grow up in, Bambino Mio is tackling throwaway culture today. And they’re starting from the bottom up.