Rebrand of New Zealand's Cute & Co Nappies - All that Matters

In just four years, Cute & Co nappies grew from launch to 10% market share, a genuine challenger to the legacy brands. But as competition intensified and new brands entered the category, Cute & Co risked losing its connection with the modern, young parents it was built for. Onfire was brought in to sharpen the brand's story, refresh its brand identity and packaging, and restore its relevance while staying true to its 'everyday' positioning. Onfire developed a new brand idea, “All that Matters,”