As China gains in purchasing power, consumers have also traded up to a higher quality of life. Against this backdrop of premiumization, Huggies engaged Brandimage to create a range of breakthrough packaging in the ultra-competitive and ultra-premium diaper category.
Targeting mothers that only want the best for their child, the range managed to breakthrough both online and offline, with offline sales numbers hitting around 2 million RMB.
With a homogenous landscape of swooshes, swirls, colors, and cartoon icons, our design concept is rooted in both the product’s differentiator of “soft and pH neutral,” as well as the target audience of “Life Balancers.”
We captured a series of intimate interactions between the mother and baby, simplifying the design to heroize moments of pure love. Taking cues from skincare and fashion, we developed a skin tone palette to communicate ultra-softness.