Transforming a private label into a fully-fledged diaper brand built on safety, quality, and motherly tenderness.
Overcoming private-label skepticism to rebuild market share in a highly competitive regional market.
Following the successful creation of the Little Times brand for Lenta, global hygiene manufacturer Ontex expanded its partnership with Mildberry to address its European portfolio. In the Baltic region (Latvia, Lithuania, and Estonia), Ontex and retail partner Rimi Baltic faced declining sales for Loving Touch, a mid-price private-label diaper brand. By 2017, intense competition and growing consumer skepticism toward store brands had eroded customer interest.
To reverse this trend, Ontex and Rimi decided to completely relaunch Loving Touch. Mildberry was tasked with shifting consumer perception from an uninspired private label to an authentic, high-quality brand capable of competing directly with international category leaders on performance, safety, and emotional resonance.
Crafting an emotionally resonant visual identity and an informative packaging design system centered on trust and safety.
Mildberry overhauled the brand identity and packaging to emphasize product performance and build visual authority on supermarket shelves.
We created a new logo and brand identity centered on the intimate bond between mother and child. This warm visual emblem immediately repositioned Loving Touch as a caring, emotionally grounded brand rather than a generic commodity, establishing a strong foundation of trust for safety-conscious parents.
To overcome quality perception barriers, we utilized every packaging surface to clearly showcase product features, absorbency innovation, and safety standards. Clear visual navigation and intuitive graphics were integrated across the entire range, making product selection straightforward for shoppers.
A modern brand relaunch that restored consumer trust and positioned Loving Touch as a credible category competitor.
Mildberry provided Ontex and Rimi Baltic with a complete identity and packaging transformation. By elevating perception around product safety and functional performance, the new design successfully shifted consumer attitudes, giving Loving Touch the visual authority needed to stand alongside established market leaders across the Baltics.