Huggies Club brand begins roll out

Hutchinson Leek has completed work on the identity and promotional material for Kimberly Clark’s parent and baby loyalty scheme Huggies Club, which relaunches on 5 June.

The project, which was worth a six-figure fee to the consultancy, involved the creation of ‘brand iconography’ as well as more than 40 print elements including direct mail, magazine advertising and sample boxes, says Kimberley Clark European marketing manager Sarah Langan.

The focal point of the revamp is a series of four, 52-page booklets, that the consultancy ‘wrote from scratch’ and which set out to establish the ‘adult to adult’ relationship between Huggies Club and its members, Langan adds.

The design style combines cartoon illustrations and the brand’s corporate colours along with commissioned images by photographer Tim Hetherington.

Hutchinson Leek creative director Carl Leek says the brief was to give the club a consistent visual and verbal tone of voice that addresses mothers ‘in a non-preachy, non-worthy manner’.

Hutchinson Leek was appointed in October last year, following a four-way pitch. The consultancy had previously revamped the Huggies Club website (DW 4 October 2001).