Bambino Mio has unveiled a new brand identity following a ‘rebellious rebrand’ undertaken in a collaboration with Big Fish agency.

The Bambino Mio rebrand accompanies an overhauled pack design, a fresh website, new NPD, customer insight and partners.

New products include the innovative Bambino Mio Revolutionary Reusable Nappy – described as a unique birth to potty nappy where one size fits all, offering the simplicity of a disposable but all the benefits of a reusable.

Also new from Bambino Mio is The Changemaker bundle which has everything needed so that, claims the brand, parents never have to buy another nappy again and will save over £700 compared to branded single-use nappies.

We want to create reusable nappies that work with real life

The company has also addressed the upfront cost for reusable nappies by introducing new interest free payment options to allow parents to spread the cost.

“We’ve been leading the category for many years and now we feel it’s our responsibility as the leading brand to drive the category forward once again,” says Joreen Singh, marketing and innovation director. “We’ve created a category-breaking, disruptive nappy brand that will inspire the next generation of parents to reject single-use nappies and join the reusable revolution.

“We’ve taken our 25 years of nappy expertise to develop a truly unique product and simplified our offering. We want to create reusable nappies that work with real life. Nappies that do convenience, comfort and performance, but don’t do confusion, waste or nasty stuff. Nappies that make us wonder why we haven’t been using these along!”