New Zealand's Rascal + Friends rebrands to Rascals with brand refresh

Rascal + Friends has unveiled their brand refresh to the world, alongside their new shortened name Rascals. Founded in 2016 by a mother of four in New Zealand, Rascals found success by providing a range of premium diapers, pants and wipes that were engineered to perform better, be safe on sensitive skin and affordable for parents.

"We're so excited to share the next evolution of the Rascals brand with our community. They are fundamentally the reason for our success to date and we can't wait to take them on the Rascals journey with us. Our mission has always been to reduce the stress of early parenthood by providing market-leading products, and we're confident the evolution of Rascals positions us best to do this going forward,” said Amelia Watson, head of marketing. 

To celebrate this significant milestone, Rascals will be hosting a Rascals Party in their homeland, New Zealand, along with giveaways, behind-the-scenes content, and engaging brand activity designed to honour the 7-year Rascal + Friends journey and introduce the refreshed Rascals, the company said in a press release.

The brand's signature teal is now fully embraced across their range in bold, modern packaging. This creates a strong, consistent brand that's easy for parents and shoppers to identify on the shelf. Rascals’ innovative products are now backed by pediatricians and with all product features being robustly tested by third parties, reinforcing its commitment to quality and value.