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Packaging 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.
FILED IN:  Package design  > Structural

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&G’s 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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