Naty's New Brand Identity: Embracing a More Sustainable Future

Naty's journey began in 1994 with a revolutionary idea from a Swedish mother: to create nappies with plant-based materials and without harmful chemicals.

As Naty steadily grew, earning awards and expanding globally, they recognised a pivotal moment to refine their brand identity. The “Eco” in “Eco by Naty” had become used by many, often without proof. Naty dropped the “Eco”, solidifying their name as synonymous with leadership in bio-based hygiene care - proven through certifications, action and innovation.

This bold rebrand culminated in the launch of their next-generation product: the BioEmbrace Nappies. Same certified care but even better performance and new Scandinavian design, setting a new benchmark for the industry.

The Challenge: Navigating Change Without Disrupting Customer Loyalty

Naty’s ambition to innovate brought a significant challenge: transitioning existing customers - especially those with auto-orders - from the discontinued “Original” Nappies to the new “BioEmbrace” Nappies minimizing disruption and rather enhancing their product experience. The goal was to encourage adoption of the new product while maintaining impeccable customer satisfaction.

Our Solution: Automation for a Smooth Transition

At The Commerce Team Global, we thrive on delivering exceptional, tailor-made solutions. Understanding Naty’s existing tech stack and commitment to customer experience, our team engineered a custom, fully automated process directly within their e-commerce platform.

Here’s how we made it happen:

· Intelligent Identification: Our solution runs weekly, identifying every customer still subscribed to the discontinued product.

· Tailored Communication: These customers automatically receive personalised email notifications, carefully crafted to guide them through switching their subscriptions to the superior BioEmbrace Nappies.

· Seamless Integration: The process was built for maximum efficiency, aligning with Naty’s operational workflows and ensuring no interruption to their regular delivery schedule.

The Results: A Flawless Rebrand, a Successful Launch, and Delighted Customers

Through this proactive, customer-centric, and automated approach, Naty achieved a resounding success:

· Effortless Rebranding: The brand transformation was executed smoothly, reinforcing Naty’s position as an industry leader.

· Smooth Product Launch: The BioEmbrace Nappies were introduced with maximum impact and minimal friction for existing customers.

· Uninterrupted Customer Experience: Subscribers transitioned to the new product with no disruption to auto-orders or their overall experience.

· Optimised Internal Processes: The automated solution removed the burden of manual intervention.

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