Pampers rebranded as happy nappies

US brand consultancy Libby Perszyk Kathman has created a new look for Procter & Gamble nappy brand Pampers and its associated spin-off products. The new identity seeks to engage mothers and to convey the product as useful and joyful. ‘Mums expect innovation and view discovering the development of their babies as a joyous experience,’ says P&G global design manager Tom Dierking. The new identity will initially be introduced in US markets.