The challenge

In a very competitive market, how to increase the value perception, while helping the consumer to identify and navigate within the segmentation ?

Our brand idea

Functional benefits are not all. Therefore, we have brought back emotional cues and the heart-shaped logo into the packaging design, while clarifying the segmentation codes. One color for one segment. One baby in motion for one size. Two versions of teddy bears with a relevant action for one type of diaper. To dramatize the benefit of softness and lightness, we have selected skin-color shades for the main segmentation, developed specific functional icons and very structured back panel, and created a unique promotional key visual.

The result

This packaging redevelopment has allowed to increase the unit price slightly and protect the sales volume.