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Core disciplines: Branding / design, Innovation/NPD/Service Design

 

Refashioning Diapers
with Style

 

A Coveted Commodity

Despite its stronghold in the diaper market, Pampers was having
trouble becoming the go-to for Gen-Y parents, who valued style just
as much as performance.

The $15-billion brand knew that in order to become indispensable
they needed to give mom more than just function.

We turned to the fashion world to help Pampers elevate from
throwaway commodity to layette essential. It wasn’t just a diaper anymore—it was a special piece of clothing that changed with every season and fashion trend.

 

 

How We Got There

As a 25-year partner of the world’s top-selling diaper brand,
we really know moms and babies.

But to help Pampers stay tops in bottoms with a new generation of parents, our in-house fashion designers focused on delighting mom with a trend-based aesthetic that appealed to her modern style, but also felt like a part of her baby’s world.

Inspired by chic adult accessories and décor, we created a collection of must-have items for babies’ wardrobes with an unmistakably Pampers feel, setting the brand up for enduring relevance with moms and dads across the globe.

 

The Story of a Pampers Fashion Shoot from LPK on Vimeo.

 

“Pampers product graphics are setting the standard in the category. Our graphics are better designed and better quality than ever.’’

– Emily Kokenge, Director of Design Global Baby & FemCare, P&G

 

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