Poonami

Poonami was created for parents, by parents. It’s a simple life-hack product that makes life easier when nature calls, and bub has an unexpected natural nappy disaster. The kit is quick, convenient, and disposable, saving parents from a shitty situation (like when the usual nappy bag and change mat is not fully equipped for the occasion…)

The baby care market is traditionally very safe and expected – think pastel colours, smiling babies, and saccharine-sweet language. In contrast, the Poonami vision was to disrupt the industry and become a cult favourite brand, offering ease with a dash of humour into the lives of those looking after young bubs. Poonami is here to make baby mess less ‘ta-poo’. This called for a fresh and bold look and feel that injects a healthy dose of realism into the industry – witty, fun, approachable language, with playful colours, assets, and illustrations.

Poonami’s stand-out brand launch exudes witty humour in its distinctively playful language (case in point: “Shit happens. We’ve got you.”). The brand’s tone is brought to life with a fluid and friendly logo and a ‘wave element’ brand graphic that resembles the wave of stink lines. A palette of green, yellow, pink, and cream supports the bold disruptor personality – as shown on each biodegradable nappy change kit (“Everything you need, then everything in the bin.”). Finally, a simple colour outline illustration style depicts relatable parenting scenes on the brand’s website and social platforms.