Etos - Every Step Matters

Disposable diapers are notorious polluters. So when leading Dutch pharmacy chain Etos introduced a new generation of eco-friendly diapers, the potential impact was enormous. Superunion created radically sustainable packaging that could appeal to socially and environmentally progressive parents. The agency defied category norms by replacing plastic packaging with craft paper, creating a minimalist design coupled with a natural palette, unadorned colour coding and hand-drawn illustrations.