You never have to say sorry.
We were tasked to create a big idea for Naif. After several conversations with the founders, Jochem and Sjoerd, we concluded it needed to be above all simple to understand. Without any fuss. Just like their products. This became ‘Sorry-free’ accompanied by an illustrated style.
Baby wipes. It’s a dirty business. And we’re not talking about cleaning baby bottoms. Above 90% of all baby wipes contains plastic. And not the only the packaging, but the wipes themselves. Every second, 14.000 baby wipes are being used and an insurmountable amount plastic ends up in nature.
The first contact we had with this beautiful brand, was a direct collaboration with Rens Kroes to gain attention for the facial products. A nice campaign that delivered good results, but laid the groundworks for a more a more daring illustration style.