A Playful Brand Experience for a Parent-First Audience

Drypers is Vinda Group's baby diaper brand, part of the group's broader portfolio. Sweetmag built Drypers' website as part of a broader initiative alongside Libresse, Vinda Tissue, and TENA, all developed on Vinda's existing Adobe Commerce subscription.

Client

Drypers Malaysia & Singapore

Industry

  • FMCG & Consumer Goods

Services

  • Discovery & Consulting
  • Ecommerce & Web Development
  • System Integrations & Middleware
  • Managed Services

Highlights

  • Built Drypers' website on Adobe Commerce with a warm, parent-first branding approach
  • Adapted a transactional Ecommerce platform to serve a brand storytelling purpose
  • Part of Vinda Group's broader initiative to maximise their Adobe Commerce investment across a multi-brand portfolio

Challenge

Drypers speaks to parents navigating one of the most product-research-heavy categories there is, and needed a site with warmth and approachability rather than a clinical product listing. Building that experience on Adobe Commerce, a platform designed around transactional Ecommerce rather than brand storytelling, meant shaping the site around Drypers' tone and personality first.

Goal

Build a warm, approachable brand experience for Drypers that gives parents clear, easy access to both the Claim Free Sample campaign and the Baby Club loyalty programme, turning a first visit into the start of an ongoing relationship with the brand, all on Vinda's existing Adobe Commerce platform.

Solution

Sweetmag worked closely with Vinda's marketing team to give Drypers' site a warm, parent-friendly design and voice, distinct from the more clinical tone that diaper category sites often default to.

Branding-Led Design for a Parent Audience

Sweetmag focused on making Drypers' site feel approachable and reassuring for parents, rather than defaulting to a standard Ecommerce product-catalogue structure, adapting Adobe Commerce to a brand-first purpose.

Part of Vinda Group's Multi-Brand Platform Strategy

Drypers' site is one of four Sweetmag built for Vinda Group on a single Adobe Commerce subscription, part of the group's approach to maximising their platform investment across their full brand portfolio.

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