EcoNaps
Navigating parenthood, addressing climate anxieties, and juggling daily life is no joke — Byron Bay based brand EcoNaps exists to simplify the experience. At first glance, EcoNaps make beautiful cloth nappies, but when you dive a little deeper, you’ll discover they’re inspiring a sustainable parenting revolution. Every reusable nappy isn't just a product, it's a statement empowering families to embrace sustainability without sacrificing style.
“We’ve grown because of this and it’s changed the way that I think.”
I struggled to comprehend how an outsider could know the business as well as me, but Haley took time to understand EcoNaps and get to the heart and soul of us as a brand. Haley’s brand strategy process is thorough and educating. She helped us peel back the layers, fine-tune what we were doing and get clarity before moving forward. I knew we were building a strong brand from the ground up. Other agencies give you a questionnaire and then the results, but Haley is very collaborative — I felt like I was part of every single step. Every business decision we make now has some sort of reflection on our brand foundations. I have a clear decision-making process that keeps us on track to achieving our bigger goals. Haley excels in many areas of copywriting from packaging copy to social media captions. She has the drive to understand the nitty-gritty details but also brings deep thought and strategy to every project, even the smaller ones. The whole process was amazing.”
- Kyla Geen, Founder, EcoNaps
How it started 👋🏼
EcoNaps burst onto the scene with a beautifully designed product — modern cloth nappies. As the business flourished, founder Kyla Geen recognised the need for clearly articulated brand foundations.
While the essence of EcoNaps was vivid in Kyla’s mind, it wasn’t yet defined on paper. This kind of situation isn't unusual — many founders often hold their brand's core values and visions closely, but to truly scale and expand, these ideas need to be tangible, accessible, and shared.
Having recently collaborated with Smack Bang Designs for a visual brand overhaul, EcoNaps wanted the verbal branding to be equally as compelling — that's where I stepped in.
How I helped them 💡
My collaboration with EcoNaps began with an intensive brand questionnaire, laying the foundation for our discovery workshop. I worked with Kyla to get to the guts of the brand and reveal the qualities that make EcoNaps so special before delivering their first brand & messaging strategy.
Then I flipped into copy creation mode. With a marketing background, my approach to copywriting isn't just about words but how they enhance the overall brand and buyer journey. I worked on a variety of projects during our 5+ year partnership including:
Website copy: I developed SEO-optimised descriptions for 44x products, 9x categories, 12x page descriptions (among others!). The result? EcoNaps ranked in top Google search results for their prime keywords.
Email campaigns: I penned dozens of evergreen emails (think welcome & post-purchase sequences) plus hundreds of conversion-driven promotional emails to boost sales (these saw a notable 15% surge in open rates early in our partnership).
Social media: With consistent, compelling Instagram captions, we observed a steady 5% growth in followers month-to-month. Now, the brand is celebrating a healthy 33K+ follower base.
Packaging: Each retail swingtag, hanger, and thank-you postcard was imbued with purposeful, unforgettable copy to leave a lasting brand impression.
Blogging: Through regular, SEO-driven blog posts, we aimed to enhance EcoNaps' visibility, extend their brand reach, and deepen connections with their audience.
Words ✍🏻
Dry bottoms are happy bottoms.
No matter what the day throws at you, invite a sense of calm confidence into every moment with Midnight Blue.
Drawing inspiration from Australia's red soil and radiant sun, Earth Dreaming will allow your little one to shine bright.
Designed in Australia and boasting OEKO-TEK STANDARD 100 certification, our cloth nappies are gentle on delicate skin and fit snugly on squishy little thighs.
In 2013, we set out to create a game-changing cloth nappy — one that wasn’t complicated, uncomfortable or ugly. After months of testing on hundreds of active little bottoms, our modern cloth nappy was born. Yet our true purpose was always something bigger.
For more families to embrace sustainable alternatives, complicated products won’t cut it. That’s why we’re committed to creating beautiful and simple products that fit seamlessly into your life.
Get this — a baby will use around 6000 disposable nappies before graduating to undies, compared to just 24 reusable nappies. Every choice matters.
Results👏
EcoNaps were ready to make their mark as a premium, sought-after lifestyle brand and build a clear and consistent brand voice. Through our collaboration, this vision became a reality.
Brand consistency reinforced their premium positioning and led to concrete results including sales growth, high—profile brand collaborations, and internationally-recognised awards. Kyla, with her brand strategy in hand, found decision-making even easier and more aligned with their overall goals.
Collaborating with Kyla has been incredibly rewarding and the perfect example of a partnership built on mutual trust, respect and understanding. Eventually, Kyla made the strategic decision to sell the business, but the legacy lives on. EcoNaps remains a leader in the world of luxurious, sustainable baby products.
