It's not enough to be different. Great brands are unmistakable.
Visual identities need to have the potential to adapt to a future
that is very different from the present. By working with
entrepreneurs we are continually learning about the role of visual
identity in rapidly changing circumstances. As the pace of change
accelerates, even the biggest brands must constantly adapt. That's
why all the visual identities we create are infused with
entrepreneurial spirit: They have unlimited potential to adapt to
any new challenge or opportunity.
In this case the team started the strategic design process in the
diaper aisle – trying to understand the specific needs of moms and
observing how they choose diapers, across markets. These consumer
insights led to the development of a design strategy and guiding
principles that aimed to make it easier for moms to shop.
This included a simplified, more unified system that leverages the strength of the Pampers brand across all products. The team evolved
the logo; developed a new visual vocabulary, and packaging and
merchandising systems; and created comprehensive global brand
guidelines.
Video by Saatchi & Saatchi
Following a successful launch in North America in 2013, the system has been rolling out worldwide in 2014-2015.
Expectation of Good DesignServices need to be better thought through, simplified, more intuitive, elegant and more enjoyable to useIconic Promotion
Iconic Brand BuildingCreate great design and communication material that are true to the identity, spirit and character of the brandDesign Style Guide