Etsuko

Diapers is a category where parents make fast decisions on shelf — bright, busy, and saturated with claims. Etsuko needed a system that could stand out by feeling quieter and more considered: trustworthy enough to win the first pick-up, warm enough to feel like a brand a parent actually wants in the nursery.

The system also had to carry across heavy production reality — poly bag printing, backsheet illustration, and a mascot that could anchor the whole brand world without slipping into gimmick. Backsheet is a unique surface: it's the part of the product the baby actually sees, so the illustration had to feel safe, joyful, and considered.

The brand also had to feel category-credible from day one — Etsuko had to introduce itself as if it belonged on shelf alongside legacy international brands, not as a challenger asking for permission.

We built Etsuko as a fully resolved identity — logo, comprehensive brand guidelines, and a mascot character that grounds the whole world — then extended the system across packaging surfaces engineered for production: poly bag designs, backsheet patterns, and shelf-ready hierarchy.

From mark through mascot to the printed diaper itself, every layer reinforces the same intent — gentle, considered, and made with parents in mind. The mascot is the unifier: a single character that gives the brand a face on packaging, in retail communications, and across future digital touchpoints.

The packaging system is built to scale across the size range and into adjacent SKUs (pants, wipes, training pants) without rebuilding the visual logic each time — one system, many products.

Etsuko's mascot-led brand system is built to grow into the full baby care category — pants, wipes, training pants, accessories — all carrying the same gentle, considered character into adjacent shelf moments.