︎︎︎        Freestyle set out to rethink what a diaper brand could look and feel like for a new generation of parents, commissioning Studio Marina Veziko to develop the brand’s visual identity. In a category that had remained visually and culturally unchanged for decades, the studio created a new design direction that moved away from muted palettes, stock-like imagery, and cartoon prints typically associated with baby care. The work introduced a more expressive visual language through bold colour, flash-led photography, and artist collaborations.

Studio Marina Veziko designed the brand’s packaging system and led the art direction of all photography. For over three years, the studio worked closely with the founding team on a daily basis, designing marketing materials across social media, merchandise, web, and retail applications.

The brand’s early visual foundation played a key role in enabling Freestyle’s commercial rollout, supporting its expansion into major U.S. retailers including Whole Foods nationwide. This initial positioning laid the groundwork for further retail growth, with the brand later entering Walmart and Target following a later evolution of the visual identity.