Background & Key Issues

Huggies planned to launch their product line as a secondary mover in the Israeli baby skincare market, which was already dominated by Johnson & Johnson and other local brands, but they needed a package design strategy that was suitable for various cases, such as being displayed next to similar products or next to other brands. 

In the Israeli retail space, there are no particular installments such as POP for brand exposure, so they needed to come up with the best brand experience for customers who would be using the product for the first time. They also needed a design strategy, as well as practical ideas, to make customers actually purchase the product.  

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Approach & Solution  

We proposed measures to maximize the brand experience and to analyze the character of the customers. These might include an Israeli mother who has returned from the army, consumers with a purchase pattern of sifting through products and smelling them, and a child was following his mother through the supermarket. 

While conforming to the Huggies Brand Blueprint, we created a design and a manual for the Israeli agency and proposed guidelines that could be applied in order, based on their strategic priorities.

We tried to resolve the problems that Huggies was facing through various methods from package design strategies to Visual Merchandising (VMD) of the space for optimal brand exposure, and the development of promotional items to maximize the sales experience. 

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Main Task  

Huggies Baby Toiletry Product Package Design (12 SKU) 

Display Shelfs VMD (POP, Label…) 

Huggies Retail Experience(RX) Innovation Development  

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Process & Methodology 

Discover > Define > Develop > Deliver 

Town watching 

Customer Journey Map 

Brain writing 

Persona 

Mobile Dynamics 

Photo Observation 

Simulation 

Prototyping 

Final Deliverables  

Product Package Graphic (12 SKU) 

POP Graphics 

Report showing Huggies baby skincare RX scenario 

Prototypes of the key ideas

Simulation video of the key ideas 

Implication
We proposed a possible new innovation through a specialized design for the Israeli market, where the retail space was unfamiliar to the brand, and contributed to increasing the awareness of the Huggies brand and its sales.