The Huggies brand had grown through acquisition and consequently lacked cohesion. On a practical level, they needed a design system that differentiated from competitors, helped consumers navigate a complex offering and could be tailored to cultural differences region to region.
On an emotional level, they needed to find a positioning that would connect with parents from multiple cultures. We talked to 100s of consumers in 6 countries in 7 cities. We learned that even though parenting is sometimes frustrating and often boring, when your baby shows you love it makes it all worth it. This insight guided brand strategy and lead to a powerful on-pack differentiator with photography of babies looking lovingly at Mom (directly into camera).
I also directed multiple large photoshoots both in the US and overseas, to build a 'baby library' to reflect the diversity of Huggie's consumers. The settings were customized for each location to subtly communicate product benefits, whether it be skin health in the US or breathability in more tropical regions.
- Project Roles
- Art Director, Creative Director
- Art Direction, Brand Strategy, Creative Research, Creative Strategy, Design, Packaging Design
- Project Industries
- Packaged Goods