Huggies ReWrapped
Before:
Kimberly-Clark is to reveal a brand new look for Huggies® with a total redesign of all packaging across the baby care range. The redesign, the first for eight years, was carried out by strategic design agency Anthem Worldwide and sees a substantial investment and commitment from Kimberly-Clark in one of its key brands. The new packaging is due to be rolled out across the UK and its European markets from April 2010 onwards.
Huggies® appointed Anthem Worldwide in February 2009 with a brief to radically overhaul the design and focus on embodying the emotional values of the Huggies® brand. These values are based on a robust and exciting promise of offering real-world solutions to mums who want to make the best of everyday moments with their baby. With this in mind, the key new feature of the packs will be striking baby photography which captures a snapshot of mum’s real world with warmth and gentle humour, showing an image of a baby looking at the viewer as if mum is directly behind the camera.
The new packaging also incorporates an evolution of the Huggies® logo itself, including a child’s hand splat icon intended to enhance the emotional qualities. The Huggies® brand name will take a greater role on the new packaging which promises to stand out in a category which is often visually busy and confusing for consumers. To connect with mum and draw her to the right product for her baby, nappy sizes have been made more prominent on pack, while the engaging photography uses models whose age and stage reflects that of the baby for whom each product has been designed.
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