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Huggies

Contributed by Darden Studio on Feb 17th, 2017. Artwork published in
circa 2016
.
    evankafkaogilvyhuggies31.jpg
    Source: https://stone-thrower.com Photography: Evan Kafka / Glasshouse. Art Director: Vince Soliven. Creative Directors: Chris Turner, David Metcalf / Ogilvy & Mather. License: All Rights Reserved.

    Huggies is Kimberly-Clark’s brand name for disposable diapers, baby pants, baby wipes and related product lines. Since 2010, Omnes by Darden Studio is the main typeface of the corporate identity. The rounded sans serif is used for all aspects of the international brand, from packaging, print ads and TV commercials to websites and apps.

    packaging.jpg
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    Snug & Dry packaging

    huggiesdiaperslittlesnugglerplusnursery.jpg
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    Litte Snugglers packaging

    girls-and-boys.jpg
    Source: https://www.plunketshop.co.nz Huggies / Kimberly-Clark. License: All Rights Reserved.

    In New Zealand and Australia, Huggies diapers are marketed in gender-specific versions for girls and boys. Omnes works for both.

    EvanKafka3803-We-Want-You.jpg
    Source: http://sensorsensibility.evankafka.com Photography: Evan Kafka / Glasshouse. Art Director: Vince Soliven. Creative Directors: Chris Turner, David Metcalf / Ogilvy & Mather. License: All Rights Reserved.

    Ads from the “We Want You” campaign for the new SureFit design, with bold caps from Omnes.

    Huggies_Kafka-Slip-On.jpg
    Source: http://sensorsensibility.evankafka.com Photography: Evan Kafka / Glasshouse. Art Director: Vince Soliven. Creative Directors: Chris Turner, David Metcalf / Ogilvy & Mather. License: All Rights Reserved.

    Ads from the “Little Mover’s Slip-On Diaper” campaign. See also the TV spots directed by Bruce Hurwit.

    Omnes Black is used to great effect for English- and Spanish-language video clips.

    Huggies-com.png
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    The website uses Omnes for all text, from headlines and teasers to smaller texts and navigational items.

    Website-menu-French.png
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    Menu of the French-language website with “Mommy Answers”. Omnes is paired with matching icons.

    Unswaddle.png
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    The website employs a range of styles from the Omnes family. This detail shows the Extra Light in a center-aligned display setting, combined with caps from the regular weight.

    Reward-app.png
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    To maintain brand consistency across all media, Omnes is used in the Huggies Rewards app, too.

    HuggiesNoBabyUnhugged.png
    Huggies / Kimberly-Clark. License: All Rights Reserved.

    Logo of the current “No Baby Unhugged” program, featuring Omnes Regular and the Semibold Italic.

    ES_US_SizingChart-1.png
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    Detail of a Spanish-language diaper sizing chart, with reversed glyphs from Omnes Bold

    PackingforHospital-detail.png
    Source: https://www.huggies.com Huggies / Kimberly-Clark. License: All Rights Reserved.

    “Packing for the Hospital. A Labor of Love” — detail of an illustrated infographic aimed at parents-to-be

    baby-swimming.png
    Source: https://www.littleswimmers.co.uk Huggies / Kimberly-Clark. License: All Rights Reserved.

    The animated microsite for Little Swimmers swim pants makes colorful use of Omnes Bold and Semibold.

    Huggies-Italia.png
    Source: https://huggies.it Huggies / Kimberly-Clark. License: All Rights Reserved.

    The Italian website features a very different color range, but adheres to Omnes as the corporate typeface.

    Huggies-Turkish.png
    Source: https://www.huggies.com.tr Huggies / Kimberly-Clark. License: All Rights Reserved.

    Thanks to its wide and ever-growing language support, Omnes can be used for the Turkish market, too.

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