The Huggies rebrand is the “rebirth of an icon,” introducing an expansive design system that modernizes the brand. All aspects of the system were thoroughly considered to recognize the pressure parents feel today.

Watch our design sizzle reel below. 👀


Design Director: Rich Greco
Senior Designer: Leslie Cheng
Brand Designer: Maddie Bone

With a polished wordmark and new “hugging” monogram, the updated identity system introduces two new typefaces, an expanded color system, and informative graphic elements. Its visual language takes on the same characteristics as the new Huggies voice and global platform of "We got you, baby": wise, approachable and playfully irreverent.

All in all, the refresh establishes Huggies as the trusted confidante who guides babies, and by extension, their parents, through the unknowns of babyhood.

Featured on Brand New, New York Times, Adweek, AdAge, and more.

In 2021, the work won awards by Cannes Lions, D&AD, The One Show, and Shots.