Packaging News|4 March 2010|Simeon Goldstein

Design agency Anthem Worldwide is continuing its packaging work for Kimberly-Clark by revamping its Huggies baby care range for the first time in eight years.

The new look packaging, which will hit shelves in April, features a photograph of a baby and an overhauled logo incorporating a child’s hand print that Anthem said would help attract parents to the product.

The brand name has also been made bigger to help the packs stand out on shelf and the size of the nappies is more prominent on the new packaging.

Caroline Stanley, European marketing manager for Huggies brand communications, said: “In a highly competitive market, it is important to have stand-out and show that we are engaging with our target audience.

“Our extensive research has told us that shoppers find the category garish and confusing and they have responded very well to our fresh, modern look with substantial increase in purchase intent in many places.”

Anthem Worldwide account director Alex Creed said: “The gorgeous, distinctive photography and the simplicity of the pack architecture will connect with mum in a way that has just not been done before.”

Anthem has also worked with Kimberly-Clark on the redesign of the Andrex and Kleenex tissue packs. Click on the brand name to find out more about each redesign.