Moment of Change Every single disposable diaper ever manufactured still exists. It takes 500 years for a disposable diaper to biodegrade and with 258 billion diapers being sent to landfills every year, that’s a big problem. The Pika Easy Cleaning Machine subscription service is the first technology solution in the world to take on this problem – saving time, money and, most importantly, the plant. Pika needed a brand that was strong enough to flex across consumer and investor audiences and deliver a clear, strong message to parents, who are bombarded with hard-hitting messages of how they can do better, everyday. We Delivered An approachable identity and parent-friendly brand world that was built around the promise to ‘Cut the Crap’. Not judgemental, condescending or preachy, the Pika brand looked to understand the real challenges of parenthood and offer a helping hand when it can. Clarity and simplicity was delivered through the three-step process and naming conventions created; Pika Pure, Pika Pods and Pika Pants meant identifying the machine, detergent and diapers ownable for the brand moving forward. Our Pika mascot provides a clear cue to the world of ‘baby’, whilst messaging is direct, informational and straightforward. A mixture of clean imagery and unfussy fonts alongside simple line illustrations allow key messages to be highlighted in core assets and points in the customer journey. Delivery of a new identity, brand book with guidelines, messaging hierarchy, supporting brand assets and customer journey has made bringing the brand to life during launch as easy as possible. Positive Change Launching into the US, the brand has been featured by Fast Company and is pre-selling units for delivery in 2023