Cozycove Baby Diapers
Cozycove Diapers started when we quickly realised that diaper waste has become one of the fastest-rising environmental challenges, yet very little is being done to address it. Cozycove was created to take meaningful steps towards a better future for the planet.
The Challenge
Cozycove was launching into a highly saturated diaper market with ambitions to scale across Southeast Asia and the US. The brand needed to establish fast recognition in crowded retail and e-commerce environments, while also building emotional connection in a category driven heavily by price and promotions. At the same time, the business required a brand system that could scale efficiently across multiple touchpoints without increasing production complexity or cost.
Strategy & Creative Direction
Developed a warm, approachable pastel palette to evoke a sense of softness and friendliness, and to stand out on shelf and on screen.
Created brand mascots (Kumo the cloud creature and Fern the baby) to build memorability, storytelling potential, and long-term IP for content and campaigns.
Designed a flexible visual system that scales across social, e-commerce, packaging, and physical touchpoints.
Positioned the brand around growing together with modern parents rather than purely functional messaging, relatability is key.
I led the development of a packaging system that drives shelf impact, improves product discoverability, and translates seamlessly into digital commerce and social content.
Key Components
Variations of the brand colour for instant brand and product range recognition.
Modular information blocks for easy updates.
Clear size and range differentiation using colours and illustrations for quick decision-making in stores.
Playful illustrations to show Fern and Kumo doing different activities to reinforce "Leak-free no matter the activity" narrative.
Range-specific taglines like "Play Hard" and "Snooze On" to clearly express USP and differentiate range.
Marketing Value
Packaging visuals doubled as campaign creatives, thumbnails, and social assets.
Clear differentiation improved scanning and click-through on e-commerce platforms.
Consistent system simplified campaign refreshes and promotions.
As part of Cozycove’s brand ecosystem, I designed a 100% cotton kidswear merch featuring the Cozycove mascot, created as a gift-with-purchase initiative to deepen emotional connection with families. The merch extends the brand beyond functional diapers into emotional brand experiences and community-building touchpoints.
Ecosystem Extension
Packaging: Mascot illustration and brand logo echoed the diaper packs for instant recognition
Social Content: The kidswear featured naturally in UGC-style posts, gifting moments, and lifestyle photography
E-commerce: Merch visuals were integrated into campaign pages to support gift-with-purchase promotions
Brand Affinity: Turning the mascot into a tangible, everyday item helped build familiarity and emotional attachment with both parents and children
Brand Impact
By transforming the mascot into a physical, wearable object, the merchandise strengthened Cozycove’s brand world and encouraged organic sharing, reinforcing brand recall.
Brand Design System was adapted across
E-commerce platforms like Shopee (product thumbnails, banners, campaign visuals)
Social content and launch campaigns
Brand merchandising and marketing collateral
Retail point-of-sale materials
This ensured a consistent brand experience regardless of touchpoints.
Operational Impact
Built modular templates for scalable content production.
Reduced turnaround time for campaign creatives.
Enabled consistent localisation across markets.
Creative and Marketing Lead: Huiyi Chang
Junior Designer: Joeyin Chan
Social Media: Alysa Wibowo
Product Photography: Tactic Agency
KOL Photos and Videos: littlemalingshu_blogger, emmaziq_, vivianikolee, jengyuxx