Pom Pom Design & Branding BRANDING BABY DIAPERS by Interbrand Group

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Industry Baby Hygiene
Media Design & Branding
Market Brazil
Agency Interbrand Group
Designer Shingo Sato, Lucas Machado, Fabio Palmer, Felipe Brandão
Illustrator Wagner Machado
Released June 2011

Credits & Description

Category: Design Typography
Product/Service: BABY DIAPERS
Designer: Fabio Palmer (Interbrand Brasil)
Designer: Shingo Sato (Interbrand Brasil)
Designer: Lucas Machado (Interbrand Brasil)
Designer: Felipe Brandao (Interbrand Brasil)
Illustrator: Wagner Machado (Interbrand Brasil)
Media placement: Baby Diapers Packaging - Supermarkets, Pharmacies - 6 June, 2011

Describe the brief from the client
Conceptualise and create a packaging scheme and brand identity to make PomPom a baby diaper brand that's different from its competitors in POS, idea and brand experience.

Describe the challenges and key objectives
Key Objectives: Baby diapers should be about emotions.
Ask parents: changing their baby’s diaper can go from breathtakingly sentimental to extremely funny.
That said, our goal was to compile these emotions to set PomPom apart from other diaper brands in Brazil.

Describe how you arrived at the final design
Idea:The true value of imperfections
Our packaging does not have a picture of a cute baby on it. Instead, because it’s all about affection and interaction, we concluded that hand-sewn textile, and its consequent imperfections, should play the important role. Thus, our handcrafted touch is present on PomPom’s packaging, POS displays and typography.

Give some indication of how successful the outcome was in the market
Results: Today, nationwide commercials, related blogs and online campaigns emphasize PomPom’s emotional approach, resulting in an 80% sales increase. Overall, our work has changed the way baby diapers are consumed and perceived in Brazil.