Ecobottoms is a fictional brand of cloth diaper products. Each of three different cloth diaper products (diapers, diaper liners and cotton wipes) are packaged in the same sized square cardboard boxes, using coloured labels to differentiate the three products.
The rationale behind this packaging was to make an environmentally conscious product, reusable cloth baby diapers, even more sustainable by giving its packaging a second use as a building block. After the diaper product is removed, a flap inside the box covers the display window to create a building block elegant enough to be used for decorative purposes yet durable enough for child's play. The block can even be personalized with a photo, as the converted display window acts as a picture frame. This concept encourages brand loyalty, as consumers will want to collect more boxes to expand their block set.