When we set out to build PeachesWe didn’t want to launch another diaper brand. We wanted to break Babycare’s tired play book and start over. That meant saying a great and fat No To Beige.
OONEROS BEIGE. Blue and pink blue nurseries. That confused tendency to design products for babies that seem to belong to minimalist boutique hotels instead of chaotic family houses.
It is bent bone Sad beigeand became the visual shorthand for what some called “high parenting.” But for us? Only I felt happily.
We wanted peaches to feel the opposite; Vibrant, bold and full of real personality. We are not whispered, we intentionally design for parents and all aspects of fatherhood: beautiful, messy, chaotic. Color -encoded sizes help parents with cloudy eyes to take the correct at 3 am
Because while The brand is importantThere is something that matters even more …
The product comes first
Here is a truth that too many start founders ignore: there is no brand, no matter how intelligent, fun or beautiful you will design your Company logo IS – You can cover a sub -sear product.
The community and content can make people try it. But if the product is Bath, they will not return. And, in a category as personal and high as diapers, You can’t afford to be wrong.
Then, in Peachies, we first obsess the product. We knew that sustainability could not reach the performance commitment. Because, and any father will support us, nobody gives it shit how green your diaper is if it filters at 2 am
We realized that the best currency in the world of parenting is path. Then we build a diaper that offers exactly that.
We looked at what the parents say they want, and what they did not know only that they still needed (think about what Henry Ford must have thought that for people they told him that faster horses were fired) and build it. It is not a glamorous job, but it is the basis of everything else.
Marketing without talking about the product
That Strong fire And the product base gave us the freedom to have fun with everything else. And we take the most. Take our Valentine’s campaign: “Your extraction game can be strong, but your babies are stronger.”
It had absolutely nothing to do with absorption statistics, but went viral because it was shameless, timely and deeply identifiable. The parents laughed, tagged friends and shared it throughout, and That is The son of marketing for which we live.
Peachies co -founders Rima Suppon and Morgan Mixon
Our goal is to cause joy, humor and a sense of belonging. Our packaging not only tells what is inside, but offers a little solidarity wink. Size 01? “Survival fashion: burning.” Because when your baby pointed in your face half change and then smileYou have a river, not a conference.
Parents are the heroes of our history
From the first day, we have parents in the heart of our brand. Because when a baby is born So is a father. And that transformation is intense.
We are not here to paint a perfect version or paternity of Pinterest. We are here to capture the beauty and mess of everything. Our photography reflexes that: raw, sincere moments, “shot from the hip” that feel like some finally gave the camera.
Too many brands shine on reality. We rely on him because that’s where the connection is. That’s where parents feel Seen.
Perfection is overvalued. The community is everything. We do not work with influential people for clout: we associate ourselves with real parents of our Target market Who loves what we are building.
Artists, writers, photographers, parents of eastern London who feel genuinely called by our social subtitles, since those are our people. So we drive with empathy, joy and the son of humor that makes you spit your cold coffee on a Monday morning.
This is not just Babycare. It is a movement
In essence, Peachies is about changing Babycare’s culture. Far from beige. Far from obsolete stereotypes. Towards a bolder, more brave and more human Mission statement.
We do not build this brand to fade in the background. We build it to stop, highlight and tell all exhausted, proud and exhaustive parents: ‘We see you. We are with you. We have your back. “
So no, we made the creation of another company Babycare Beige. We create peaches; A brand that is functional, emotional, hilarious and honest. One that leads to the product and Heart.
And we are proud to be a bit noisy about it.
Rima’s professional history covers digital marketing in Google, the brand strategy in KTHE and the BDO strategy consulting, which gives you a complete perspective in the construction of brands and the commercial strategy. It has an MSC of Imperial College London and speaks German and Spanish. Rima is an honor of Forbes 30 minus 30 in Austria and Europe, where it continues to exceed the limits of what it means to build a consumption mark driven by a purpose.
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