Kimberly Clark
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.

We introduced a warm, vibrant purple as the new brand color and a bold circular window for photography. Together these unified the range, and strengthened brand blocking. Our clever detailing and use of color ensured ease of navigation through gender variants, key benefits and day verses night usage.

Pull-Ups has shown real brand leadership in the category. It now stands out as an emotionally engaging product with unique benefits.