ALYSON KAYNE
DESIGN DIRECTOR
CHICAGO, IL
COSTCO DIAPER DESIGNS
The Client: Kimberly Clark, Costco Canada
The Challenge:
Costco’s current diaper designs are well-recognized and loved by consumers, but it’s time for a change. How can we utilize the “Woodland Animals” theme with current characters, but tell a new story, make products feel new, and add an additional character/size?
Room for improvement:
- Icons might be scary to children (arrows, bees, etc.)
- Tab designs don’t tell parent how child is growing
- Characters are only heads
- New designs should be visually
different so parents can see new
vs old diapers in their home
- Want to reduce ink coverage for cost savings
Want to keep:
- Illustration style is well-liked
- Separation between POME designs and Active Baby
- As baby gets bigger, character on pant is a larger animal
- Animals should stay on their size so consumers won’t be confused
- No additional colors to be added
- Pattern design
- Character Design
-
Illustration
- Design Strategy