DESIGN & ART DIRECTION → MARINA VEZIKO BRAND PHOTOGRAPHY → SOFIA OKKONEN, RYAN STOKES CASE PHOTOGRAPHY → AAVA ERONEN 3D ANIMATIONS → OTSO REITALA LOGO ANIMATIONS → LARS HÖGSTRÖM, TYTTI HALONEN PATTERN DESIGN → JANINE REWELL, CRISTINA MARTINEZ COPY → FERN DIAZ / LIBRARIE WEB DEVELOPMENT → OPEN STATEMENT STYLING → SUVI POUTIAINEN MUAH → ANNA MANNILA FREESTYLE MARKETING TEAM → MIKE CONSTANTINER, NADIA TRIMNELL
“Diapers just caught a vibe.” Freestyle is revolutionizing diaper changing by redefining the mainstream perception of parenting through high-quality, eco-friendly baby care products and a visual world that appeals to modern baby makers who prioritize sustainability, community, and aesthetics.
Since the appearance of the first disposable diapers in 1948, the diaper market has remained relatively stagnant. The goal was to create a brand that not only revolutionizes diaper changing in a fun way but also connects with parents on a deeper level, turning parenting challenges into shared triumphs. Traditional, bland visuals with stock-like imagery, muted tones and dinosaur prints were replaced with bold colors, playful flash photography and artist collaborations.
Freestyle utilizes a 100% tree-free bamboo core sourced from an FS Certified Organic farm. Unlike the industry standard wood pulp, which contributes to deforestation and disrupts animal habitats, bamboo regrows in as little as six months, making it a more sustainable and environmentally responsible choice. The brand is also plastic negative, actively removing more plastic from the environment than it puts in, through a partnership with Plastic Credit Exchange.
With hyper absorbent BambooTek™ technology, Freestyle diapers are 55% more absorbent and retain 39% more liquid than leading plant-based diapers, ensuring healthier skin and a better night’s sleep for both baby and parents.