Value of Design Award

ZURU Edge 35 Millie Moon

Finalist
2025 Value of Design
Credits
  • Pou Auaha / Creative Director
    Monique Robins
  • Ringatoi Matua / Design Directors
    Tanya Wong, Nikki Ravlich
  • Kaituhi Matua / Copywriter Lead
    Kelly McCauliffe
  • Ngā Kaimahi / Team Members
    Chantal Bayley, Elizabeth Locke, Gurleen Kaur, Jeremy Lavich, Marc Day, Ethan Wilson, Marilu Hernandez, Mark van der Hoeven, Megan France, Nat Pene, Paul Groenendijk, Sophie Lewis
  • Client
    ZURU Edge - Millie Moon
Description:

Millie Moon is redefining premium in the baby care category—proving that beautiful design and high performance don’t have to come at a luxury price.

Launched exclusively at Target in 2021, the brand has rapidly become the #1 most productive diaper and training pants brand at Target USA, combining award-winning product performance with a visually elevated experience that resonates with modern Millennial and Gen Z parents.
In a crowded category, Millie Moon introduced a quiet revolution: muted palettes, bespoke illustrations, and elegant, nursery-worthy packaging that reflects the care inside. Every design detail is intentional—from the signature CloudTouch™ softness and dermatologist-tested materials to a considered claims panel that builds trust and confidence.

Recognised by Target and Bain & Company as a category leader, and now expanding globally, Millie Moon is proof that thoughtful design can disrupt an established category, build emotional connection, and make premium care feel truly accessible.