For half a century, Huggies has been a category leader and babycare icon, familiar in cultures around the world. But, somewhere along the way, it had become less meaningful to modern parents, making it vulnerable to global rivals and new startups. To make Huggies more meaningful to parents across the globe, and adapt to their increasingly digital behaviors, we reimagined its total brand experience through a new global creative platform and a rebranded identity system, “We Got You, Baby.” Developed in 2020 over 9 months, it debuted on the Super Bowl stage.

Honoring the past and looking to a digital-first future, the Huggies brand refresh is the “rebirth of an icon.” With a polished wordmark and new “hugging” monogram, the updated identity system introduces two new typefaces, an expanded color system, and informative graphic elements. Its visual language takes on the same characteristics as the new Huggies voice and global platform of "We got you, baby": wise, approachable and playfully irreverent. All in all, the refresh establishes Huggies as the trusted confidante who guides babies, and by extension, their parents, through the unknowns of babyhood.