New-look nappies at the Co-op Group

'A lot of us are new parents as well and have all felt the pressures that come with the role'

The Co-op Group is re-launching its baby care range for a new generation of parents – starting with nappies.

Working with design agency Robot Food, the Group aims to spark an emotional connection with mums and dads, built on the real experience of parenthood. The team commissioned children’s book illustrator, Jim Field, to develop the branding, moving away from airbrushed babies to a more colourful, humorous illustration style.

“As well as helping us raise the bar for the entire category, Robot Food’s work is also raising plenty of smiles,” said Brooke Fletcher, packaging design manager at the Co-op Group.

“Playful, clever, effective – the range is absolutely spot-on for what we wanted to achieve. We now have a strong, cohesive, beautiful baby-care range designed for a new generation of parents that’s easy to navigate, and encourages consumers to consider a wider Co-op shop.”

Robot Food found that the Co-op’s range was “out of touch” and failed to cater for a new type of parent. Now animal drawings have replaced babies on front of packs to aid communication and improve navigation, while rhyming product descriptors offer a storybook style tone of voice.


Julia Allan, senior designer at Robot Food, said, “We wanted to be on the same side as mum or dad. A lot of us are new parents as well and have all felt the pressures that come with the role. The last thing we wanted to do was project this unrealistic expectation of ‘perfect parenting’ – the category needed a wake-up call.”

The newly designed nappy packages are appearing in stores now, with further products in the range following soon.

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