very Moment of Love, Made Together with Dalaa

THE CHALLENGE

For almost two decades, Dalaa has been part of Moroccan motherhood. Built on the promise of making quality diapers accessible to every family, the brand has earned the trust of generations and become a familiar companion through life’s earliest moments.

But motherhood is evolving. Today’s Moroccan mothers embrace tradition while shaping their own path. They are confident, connected and increasingly looking for brands that understand the realities of modern parenting, while still feeling close, reassuring and authentic. In a category where performance and functionality often dominate communication, Dalaa had the opportunity to strengthen the emotional bond that had always made the brand special.

Dalaa needed to evolve with them, becoming every mother’s first choice without losing the warmth and familiarity that made it an icon. The challenge was not to reinvent the brand, but to build on its existing equity and make it more relevant for a new generation of families.

At the same time, the brand identity had to welcome a growing portfolio through a clearer and more intuitive packaging system. As new products, formats and needs entered the range, Dalaa required an architecture capable of creating stronger differentiation while keeping the whole family unmistakably connected.

THE SOLUTION

To help moms enjoy motherhood their way, Pointbleu reinforced and modernised Dalaa’s most iconic brand assets, balancing continuity with a fresher and more contemporary expression.

The logo evolved to express greater togetherness, while Dalou was redesigned to embody the brand’s tenderness and strengthen his role as Dalaa’s most recognisable emotional asset. His distinctive silhouette became the foundation of a complete visual system, creating a recognisable and cohesive brand world that extends naturally across every touchpoint.

This new visual language combines warmth and personality with a more structured approach to information, allowing emotional storytelling and product benefits to coexist clearly on pack. Every element works together to make Dalaa feel more contemporary while remaining instantly familiar to the families who already know and trust it.

The new packaging architecture brings clarity across the portfolio with intuitive navigation and strong range segmentation, from the joyful core range to newborn care, pants, and future innovations. Each range develops its own personality while remaining part of one consistent Dalaa family.

The result is a flexible identity designed to grow with the brand and accompany the changing needs of modern families, strengthening Dalaa’s ambition to be there throughout every stage of early motherhood, with a diaper for every moment of love.