As China gains in purchasing power, consumers have also traded up to a higher quality of life. Against this backdrop of premiumisation, 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 with the increase in consumer spend, the range managed to breakthrough both online (JD, Tmall, Vipshop.com and Kaola.com) and offline (Product is sold in around 200 stores), with offline sales numbers hitting around 2 million RMB currently. 

With a homogenous landscape of swooshes, swirls, colors, cartoon icons and cues from skincare and fashion, the category was ripe for a breakthrough. We captured a series of intimate interactions between the mom and babies of different ages, simplifying the design to heroize these moments of pure love.

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.” “Intimate moments” is our answer not just to the soft, tactile caress of the product itself, but to the emotional connection and gentle warmth sought by “Life balancer” moms.

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