WaterWipes - as pure as the moment

  • Tom Kavanagh

WaterWipes wanted a brand refresh. This meant defining their brand principles, art direction and tone of voice across all channels. As the worlds purest baby wipe, I wanted to show parenting in a pure and honest way, bringing a fresh approach to the baby care category.

I wanted to capture the real moments of parenting. The highs, the lows and the exhausting wonder in equal measure. Working with photographer Kristin Vicari we created candid, documentary style images with an original visual tone that’s unique to WaterWipes.
Using ambient and natural light, we were able to show how having a baby is an around-the-clock job. The playful graphic style created warmth, personality and humanity. It also created movement, after all you never stay still as a parent.