ILLUSTRATION | PRODUCT DEVELOPMENT

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The Client: Costco Canada, Kimberly Clark

The Challenge: Costco’s current diaper designs are well-recognized and loved by consumers, but it’s time for a change. How can we utilize the “Woodland Animals” theme with current characters, but tell a new story, make products feel new, and add an additional character/size?

Current Designs Room for Improvement:

Icons might be scary to children (arrows, bees, etc.)
Tab designs don’t tell parent how child is growing
Characters are only heads
New designs should be visually different so parents can see new vs old diapers in their home
Want to reduce ink coverage for cost savings

Want to keep from current designs:

Illustration style is well-liked
Separation between POME designs and Active Baby
As baby gets bigger, character on pant is a larger animal
Animals should stay on their size so consumers won’t be confused
No additional colors to be added

ALYSON KAYNE DESIGN

BRAND IDENTITY | DESIGN STRATEGY | CPG MARKETING