The diaper category in China is highly competitive with multiple brands attempting to communicate an array of different functions, often resulting in shopper confusion at the isle. Our opportunity was to simplify brand choice.
Through the use of colour and shape, we developed an iconic new identity and packaging range that differentiates Babyfit from its competitors and communicates each of the product benefits with clarity. This involved strategically assessing the entire portfolio to ensure optimal segmentation.
The new design has significantly improved shelf stand out and shopper navigation within the range, elevating Babyfit’s positioning within the category.