WaterWipes
as pure as the moment
WaterWipes wanted a brand refresh. This meant defining their brand principles, art direction and tone of voice across all channels.
As the worlds purest baby wipe, I wanted to show parenting in a pure and honest way, bringing a fresh approach to the baby care category.
I wanted to capture the real moments of parenting. The highs, the lows and the exhausting wonder in equal measure.
Working with photographer Kristin Vicari we created candid, documentary style images with an original visual tone that’s unique to WaterWipes.
Using ambient and natural light, we were able to show how having a baby is an around-the-clock job.
The playful graphic style created warmth, personality and humanity. It also created movement, after all you never stay still as a parent.
All this came together in a brand book with a design that communicated the purity of the main ingredient: water. By removing clutter and using clean, white space, we showed with confidence that WaterWipes has nothing to hide.
The website set out to create a hub for parents to come together a share their stories of parenting as well as top advice from leading HCPs.
We used social media to provide honest conversation from real parents. There can be nothing more encouraging then another parent say 'yep, I've been there'.
