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Store-based design​

Pampers wrote the 'rules' on baby care. Now the rules on how to design the category baby care instore have been written.

The big challenge was to globally harmonise Pampers’ permanent shelf design under new store-based design standards and visual identity, across all markets and channels.


The subsequent requirement was to grow the category and brand by offering channel-specific solutions to better guide and delight consumers and improving the shopping experience at shelf.


A global scale toolkit was delivered to facilitate required regional adaptation which enabled consistent on-equity execution in each market.


From category to on-shelf, from typography and colour to asset imagery, the toolkit covered every permutation of principle and application of touchpoints across all channels.

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