A cohesive brand strategy

While working on Design Systems at Kimberly-Clark, we were approached to help redesign and test a new Huggies Australia website. The current state of the site at the time had the following issues:

• The content was unorganized and missing in some places

• Branding and assets were dated and inconsistent (looked very “stock” heavy)

• The site did not have an e-commerce platform

Stakeholders wanted to take advantage of the iconic ‘bean’ shape but were unsure of how to incorporate it into the site without being overwhelming. In addition, a new site architecture needed to be devised as well as adding a line of products.

We started this process with the site map and ensured pages were relabeled and categorized. We optimized content clarity through the use of plain language, which not only enhanced comprehension but also lead to improved search results within the site.

Refreshing the Huggies brand

We found a solution to subtly use the top and bottom bean shapes as dividers on the page. We utilized this pattern to keep consistent branding across all pages without the need for bright red dots or patterns on pages. Much of the site’s content is article-heavy (from newborn to toddler articles, ranging from a wide variety of topics), and we wanted to ensure readability was not sacrificed for branding’s sake.