Description:

Rascals is one of the fastest-growing diaper brands globally, known for its high-performing product and massive digital following—yet its in-store presence hadn’t caught up. Despite success in over 30 countries and 700M+ TikTok views, the brand’s packaging lacked shelf impact, clarity, and a modern edge. This redesign set out to close that gap—bringing Rascals’ physical presence in line with its product quality and digital dominance, while setting the foundation for continued global expansion.

At the heart of the transformation was a bold brand simplification—from Rascal + Friends to simply Rascals—strengthening emotional connection and improving recall across global markets. This set the stage for a complete redesign of the visual system, amplifying the brand’s most recognisable assets: the signature teal, the iconic ‘X’ mark, and our engaging, iconic baby photography. The dated white swoop was replaced with bold colour blocking, while playful doodles and dynamic visuals brought new energy and relatability—especially for the more active diaper pant range.

The refreshed design uses clear visual hierarchy to help consumers navigate key claims—reinforcing performance and trust at every glance. A newly calibrated Rascals teal, tested extensively across substrates, ensures maximum vibrancy and brand consistency on shelf.

Importantly, the redesign preserves familiar brand elements to maintain loyalty, while evolving the system for global consistency and scalability. Photography features an inclusive cast of babies, reflecting the brand’s values of diversity and authenticity.

With stronger claims, elevated shelf presence, and a fresh, emotionally resonant identity, Rascals’ new packaging solidifies its leadership and sets the stage for its next phase of global growth.