For over 50 years, Huggies, the largest baby diaper brand, has helped generations of parents care for their babies. Although the brand is now widely promoted and loved worldwide, it faced competition from Kleenex Super Dry diapers in 1977. However, innovation in baby hygiene technology and patience have taken their toll. The competitor lasted only a year. The market introduced an updated diaper formula, which received a patent, and hourglass-shaped diapers, making a splash among moms. As a result, the brand became a leading manufacturer of children’s hygiene products.
This year, the brand unveiled a new logo and launched an advertising campaign: Huggies filmed an ad highlighting its products by showing children born on the first day of the Super Bowl. The video aired before the live broadcast so that most viewers could appreciate the changes in the company’s visual identity.
The initiators of the updates emphasize that there is a need to adapt their appearance to the process of digital globalization, especially since the brand has always tried to be close to the target audience to satisfy their needs in taking care of children as much as possible, and to cover a wide range of hygiene issues.
With the new logo, the authors salute the past. He began developing the brand; now it exists in a different dimension, but the tradition is respected, so it was slightly changed. The playfulness, softness, and smooth lines; the out-of-tune letters of the word Huggies; the absence of shadow accents; and the repeated Gs generally create the illusion of twins, one of which seems to touch the other in the game.
Nothing revolutionary, contradictory, or stunning. Effectively underscores the brand’s uniqueness and invincibility in the market. The same shade of red as in the previous version. Added to the identity and fonts: Moranga (Sofia Mor, Sofia Mohr) and Baton Turbo (A. Kuvit and J. Baggar, Anton Koovit and Yassin Baggar). The first is softer and more childish; the second is stricter and more formal.