Engaging and educating parents in a crowded category.
Boosting brand presence and making potty training easy and fun, while defining and owning the category.
Kimberly-Clark needed a strong new identity for their specially designed Huggies Pull-Ups training pants. They wanted to differentiate from the ordinary nappies and nappy pants in the child-care aisle.
Our work covered a 16-month period from kick-off to launch. It spanned strategic design workshops, developing and refining the new identity and design system; photography direction and management; and execution across packaging, optimised online imagery, marketing collateral and brand guidelines.