Move over Pampers: Freestyle, with an identity by Marina Veziko, is here to shake up the diaper game

Freestyle speaks to a different generation of parents. With its high-quality, eco-friendly range of baby care products, the brand wants to appeal to new parents, especially Gen Z, who prioritise ideas of community and sustainability. But a sustainable brand needn’t mean a visually boring one; this is something that Helsinki-based designer and creative director Marina Veziko understood. When Freestyle reached out to her to craft the identity, she instinctively gravitated towards a bright and bold visual language that would inject a bit of fun into one of the first, yet mundane tasks that new parents learn – changing diapers. Along with the energetic colour palette, the wordmark is probably what you’ll first notice about the brand. Designed with a “bulge in the centre,” the wordmark seems like you might be viewing it through a fisheye lens. “The rounded design language of the logo represents the Earth, and pays homage to ’80s and ’90s graphics, wooing especially millennial parents,” says Veziko. And this nod to Earth was important – in its promise to be a better, more sustainable brand, Freestyle utilises a 100% tree-free bamboo core sourced from an FSC Certified Organic farm. Unlike the industry standard wood pulp, which contributes to deforestation, bamboo regrows in as little as six months, making it a more environmentally responsible choice. And it elevates the product too; with its hyper-absorbent BambooTek™ technology, Freestyle diapers are 55% more absorbent than other plant-based players in the market.