Manage brand attribution and product segmentation
After successfully launching diapers and pants in China, Huggies decided to enrich its offerings with a gold, silver, and platinum range. Nevertheless, Huggies was already known everywhere as the “red diaper brand”. How to communicate this new segmentation while preserving such a strong Brand attribution?
Our Brand Idea
“Bean-shaped markers” were created to clearly identify the related product segment. They were applied on a dynamic graphic system, where the “Brand blocks” were adjusted according to the range. The more premium, the smaller the red block. To clarify the application of this system throughout packaging, retail, and communication, graphic guidelines were finally developed.
This fundamental rework contributed to expanding sales, making China the largest Huggies market in the world.