Judge's comments:

After only seven years in market, Rascals diapers has achieved remarkable global success, establishing and solidifying its position as a global leader in the baby category. A powerful story of designing an award winning product and business model that can deliver at a better price point than the competition. Driven forward by an insight led, consumer driven marketing machine and recently armed with an identity refresh, this was a compelling international success story with a strong application of design thinking and execution at its core.

Description:

For decades, the diaper market has been dominated by a duopoly, and lack of innovation from these legacy brands has offered only stagnant product quality and old-fashioned marketing techniques. Rascals sought to change that.

Rascals’ cutting-edge design, playful tone-of-voice and unique marketing is expertly tailored to cut through the tired, conventional brands currently on shelf, while appealing to millennial and Gen Z parents. Rascals diapers make parents' lives easier thanks to their category-leading product performance and are available at an everyday, accessible price point. We believed consumers shouldn’t have to pay more for products that align with their values, like being certified cruelty free and vegan, and containing no nasties such as lotions, latex or fragrance.

Our distinctive brand elements have been enhanced through our recent refresh from Rascal + Friends to Rascals. To ensure better visibility on the shelf, we have blocked out our distinctive ‘Rascals Teal’ hero brand colour across all packaging. We've intensified our word marque for greater impact, all while preserving our emotive photography and the iconic 'X' patterned diaper.

In just seven years, Rascals diapers has achieved remarkable global success, establishing and solidifying its position as a global leader in the baby category. The brand is stocked in 10,000 doors in over 30 countries, including some of the world’s largest retailers such as Walmart, Tesco and Coles, and is the #1 fastest growing diaper brand in the United States.

Our content design amplifies these distinctive brand elements and retains consistency across all of our touchpoints, pairing these with modern photography and relevant content that helps us stand out and engage with our customers where they actually spend most of their time—on social media platforms. Rascals is the #1 most-liked and followed diaper brand on TikTok, with over 700M views on the #rascalandfriends hashtag.