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Chicco | Personal Care

Chicco Dry Fit

Branding Design


We were asked to redesign Chicco’s Dry Fit diaper packaging system for their new Advanced line. The challenge was to effectively communicate the product’s key features in a succinct fashion; increase stand out on-shelf in both mass-market and pharmacy retail channels, while emphasizing a sense of happiness which is a key value of the brand.


The main drivers which influence the choice of diaper by a consumer are their functional features and the credibility of the brand. Our design for the Chicco Diaper range combines forceful branding and a new styling of the product name, with an compelling illustration of the key benefits of the diaper in a single icon. The photograph of a smiling baby proudly touting a Chicco diaper which was on the previous pack, has been enlarged and gives the pack a strong emotional appeal while doubling as an effective product illustration.


A color coded system based on a “smile”, signifying happiness and serenity, was created to contain all the information relating to size and quantity and features a different animal illustration for the various stages of growth. The association of diaper size with a cute animal, a color code and a number facilitates the easy identification of the correct pack in-store. Plus, when the packs are arranged side-by-side on-shelf, the smile system produces an eye-catching and festive wave effect. The charming animal illustrations have also been developed and applied onto the diaper itself and depict three key stages of physical development as a baby moves from newborn to active toddler. By removing all secondary messages to the back of pack, the new design allows for a highly structured engagement with consumers regardless of language or market zone. We selected a deeper tone of blue as the common background color for the range, which permits greater stand-out in store. All of these interventions combine to transmit a sensation of happiness, trust, comfort and freshness. 

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