CUTIES DIAPERS

BRAND REINVENTION | FIRST QUALITY

LAM helped First Quality reinvent the Cuties brand to expand beyond the healthcare channel into retail. The project included positioning, naming, identity and packaging graphics, all conceived to target millennial parents. We had two major assets to draw upon, the brand’s skin protecting superiority and its endearing name. Our visual solution balanced the ideas of cuteness and softness, which inspired the identity, color, model casting and wardrobe. The new whimsical logo uses vibrant letterforms composed of soft textural patterns. Hero images of kids swathed in soft garments engage consumers while the “Skin Smart” claim reinforces efficacy.