Loop partnered with Charlie Banana to pilot a reusable diaper subscription service - reimagining cloth diapering for modern parents. As lead creative, I owned the end-to-end identity and rollout for this pilot, designing a complete brand world that made sustainability feel effortless, credible, and joyful.

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I created the brand identity (logo, typography, colour palette, iconography), directed photography, and applied the system across all digital touchpoints. This included a new website to host the service, a full CRM and email journey, paid social campaigns, and organic social content. The visuals extended into the service itself, with bin graphics and process icons to help customers understand how to sign up, use, and return products.

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All creative assets were crafted to guide parents smoothly through the funnel - from awareness ads to onboarding flows - balancing education with aspiration. Delivered as a pilot, the project laid the foundation for scaling sustainable parenting solutions in new markets while showcasing Loop’s ability to innovate in lifestyle categories.