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November 30, 2000
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Send to KindlePackaging even a mother could love
For the first time in 40 years, Procter & Gamble, with the help of design consultancy Libby Perszyk Kathman Inc. (Cincinnati, OH), has created a new contemporary brand identity for its Pampers line of products.
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Intended to be more engaging for mothers and their babies the graphics include the proprietary heart icon and familiar teal color. LPK created a style strategy that goes beyond the diaper packaging Tom Dierking P&Gs global design manager says. The new brand identity communicates Pampers as a more inclusive genuine brand that promotes mothers and babies growing and learning together. LPK created the six-color gravure-printed package with a more casual and contemporary logotype to create a genuine sense of warmth and vitality. The newly redesigned Pampers rolled out into North American stores this fall.
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