Huggies, the well known and trusted global brand asked us to design a new look for them, after 10 years of using the previous one which, in all modesty, was also created by us here at Shake. Wow, time flies when you’re having fun. 

The basis of the new strategy is: Baby, we got you! We rethought the packaging to suit today’s babies, who have their own personality and opinions from the earliest age. In short – a brand with a wink. Starting from great product design, Huggies gets each baby’s particular needs and has their parents’ back. 

So that’s what we worked on, every step of the way. During production, the babies were left to take their own free, cute, natural poses on a large blue blanket, and the shots were taken from above, from the perspective of the parents. 

The new graphic language is neat, with previous elements and symbols cleared away to give space to a more modern look. 

When the company ran consumer research, our local adaptation scored higher than the original international versions. Only the best for our babies!