Huggies plots new look

Kimberly-Clark is set to overhaul its Huggies nappy brand with a redesign of the packaging across its entire baby care range.


The redesign, developed by Anthem Worldwide, is the brand’s first in eight years and will roll out in the UK and Europe from April.

The new packaging will feature baby photography using children whose age reflects that of the baby each product is designed for to enhance the connection with parents and the brand.

The Huggies logo has been refreshed with the inclusion of a child’s hand print icon intended to “enhance the emotional qualities” of the brand and will feature more prominently on the packaging.

Kimberly-Clark says the new look will help the brand stand out “in a category which is often visually busy and confusing for consumers”.

In January, the brand launched a discovery-themed press and online campaign to promote its Super-Dry nappies range.

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