Unifying a Global Brand

Pampers, P&G’s first $10 billion brand, is the #1 diaper brand worldwide, worn by 25 million babies in more than 100 countries.

As the brand’s Design Strategy Agency of Record since 2011, Office developed Pampers’ global design strategy and created a cohesive visual system and implementation guidelines for 170 markets worldwide.

“Office has been an incredibly valuable long-term partner for us," said Jennifer Lowery, Associate Design Director, Pampers Franchise, P&G. “They’re helping us look at design from a holistic perspective — and as a result, we’re making it easier for moms to shop an increasingly competitive product category and driving sales, while building the iconic Pampers brand around the world."

“The strategic design process started in the diaper aisle. We put ourselves in moms’ shoes — understanding their specific needs and how they choose diapers, across markets," said Jason Schulte, founder & creative director, Office.

Based on these insights, Office partnered with the P&G Design team to develop the brand's design strategy and guiding principles, aiming to make it easier for moms to shop. This included a simplified, more unified system that leverages the strength of the Pampers brand across all products. The team evolved the logo; developed a new visual vocabulary, and packaging and merchandising systems; and created comprehensive global brand guidelines.

Following a successful launch in North America in 2013, the system has been rolling out worldwide in 2014-2015. Office continues to support the Pampers team during implementation.