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HUGGIES BABY WEAR
Haddad Brands | Huggies
Project Brief
Haddad Brands launched Huggies’ first licensed babywear and soft home collection as part of their ongoing partnership with the brand. I designed the packaging from concept through final production, creating a cohesive visual system across multiple product lines under the approval of senior designers and Huggies’ brand team. I carefully designed packaging instructions and inserts to ensure products were presented in their best light and solved complex packaging challenges. My work focused on developing clear, engaging, and parent-friendly packaging that balanced brand consistency with product storytelling while meeting retail and production requirements. The final designs ensured strong shelf presence and supported a successful introduction of the collection to the market.
Packaging Design
Print Production
Brand Visual Systems
Product Inserts & Instructions
Retail Display
Illustrator
Indesign
Photoshop
Solving a Bodysuit Packaging Challenge
Haddad had been facing a long standing packaging issue that had previously been explored by senior designers without success, where the product lacked structural support and resulted in an unstructured and unpolished appearance on retail shelves. I solved this by designing a hidden insert system that created a clean and flat structure while securing the garment without visible bands. I also developed two header card sizes to accommodate larger bodysuits and preserve full artwork visibility. The final solution elevated retail shelf presentation and helped strengthen product perception and customer appeal, with the potential to support increased sales.
PACKAGING BREAKDOWN
OLD VS NEW PACKAGING
Gift Packaging Design
Haddad wanted to release a new series of Huggies gift packages that elevated product presentation, improved shelf presence, and increased perceived value. I designed packaging that effectively displayed all the bundle items through the use of custom inserts and plastic windows, while maintaining brand consistency and supporting practical retail and production requirements. The final concepts presented products as gift ready and enhanced overall retail presentation.
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