Case Study · 02

TODDIES
Diapers & Pants — building trust in baby care products.

The task was to develop and launch a complete private label baby care brand for Al-Dawaa Pharmacies — from brand strategy and visual identity to packaging, POSM, and a full 360° communication platform.

Client: Al-Dawaa Pharmacies
Brand: Toddies Diapers & Pants
Sector: Baby Care · FMCG
Markets: Saudi Arabia
Scope: Brand strategy · visual identity · packaging design · illustration system · POSM · 360° campaign
Formats: Diapers and baby pants packaging · TVC · retail materials · print · promotional items · social media

The Challenge

Trust as the biggest challenge.

In the baby care category, visibility is rarely the biggest obstacle — trust is. Parents are highly selective and rarely change habits without a strong reason to do so.

For a new private label brand entering a category dominated by established global players, Toddies needed to feel credible, safe, and emotionally reassuring from the very first interaction. The challenge was not only to create standout shelf presence, but to build a brand system capable of supporting long-term loyalty across multiple product categories.

The Approach

Thoughtful approach for building trust on first interaction.

Toddies was developed as a complete brand ecosystem, where thoughtful identity, packaging and communication worked together to build trust with parents from the very first interaction

01

Creating Trust Through Brand & Packaging

Toddies was introduced gradually, allowing the product experience and packaging design to establish confidence before large-scale communication began. The visual identity and packaging system were created to communicate softness, reliability, product quality and ease of use within seconds—helping parents feel confident in their choice directly at the shelf.

02

Building a Distinctive Brand World

The project included complete brand development, a comprehensive brand book, packaging design for diapers and pants, custom diaper backsheet graphics, and a cohesive illustration system. To create a stronger emotional connection, a family of animal characters was developed, with each character representing a different diaper size and stage of child development.

03

Expanding Across Every Touchpoint

As the product portfolio grew, the brand evolved into a comprehensive 360° communication system. The campaign extended across television commercials, magazine advertising, point-of-sale materials, in-store gondolas, wobblers, banners, coloring books, toys, and branded pendants, ensuring a consistent and engaging brand experience at every customer touchpoint.

04

A Scalable Brand System

Every element was designed as part of a flexible visual system capable of supporting future product extensions while maintaining consistency, recognition and emotional appeal. This scalable approach enabled Toddies to grow from a new product launch into a recognizable consumer brand with a cohesive presence across packaging, retail and marketing communications.

The Range

Built on consistency, accessibility, and everyday reliability.

What began as a quietly introduced private label evolved into a recognizable and cohesive baby care brand, built on consistency, accessibility, and everyday reliability.

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