Toddies Wipes — evolving a trusted product.
Toddies wipes had already earned their place in consumers’ everyday routines. Familiar, reliable, and easy to recognize on shelf, the product had built strong trust over time.
As the Toddies brand expanded into a broader family care portfolio — including diapers, pants, bath, and skincare products — the wipes range needed to evolve alongside it while preserving the familiarity existing users depended on.
- Client
- Al-Dawaa Pharmacies
- Brand
- Toddies Wipes
- Sector
- FMCG · Baby Care
- Markets
- Saudi Arabia
- Scope
- Packaging design · visual identity refinement · POSM design
- Formats
- Wipes packaging · prism stand · end gondola · shelf dividers
Balancing modernization with continuity
The redesign needed to align Toddies wipes with the growing visual system of the brand, while ensuring the product remained instantly recognizable to loyal consumers.
Any drastic change risked interrupting established purchasing habits and weakening shelf recognition.
A refined identity for stronger shelf presence
A thoughtful packaging refresh that strengthened brand consistency across the Toddies portfolio while enhancing retail visibility through a cohesive in-store communication system.
Strategic Refinement
Rather than reinventing the brand, the redesign focused on subtle improvements that elevated the existing identity while preserving its recognizability.
Cohesive Brand Language
The packaging was aligned with the established visual language of the Toddies diapers range, creating stronger consistency and a more unified product family.
Enhanced Packaging System
New graphic elements and a more structured design system were introduced to give the packaging a cleaner, more contemporary, and premium appearance without losing key recognition cues.
Unified Retail Experience
The project extended beyond packaging to include POSM materials such as prism stands, end gondolas, and shelf dividers, ensuring a consistent brand presence and greater visibility across retail environments.
Unified retail experience
Beyond packaging, the project also included the development of in-store POSM materials, including prism stands, end gondolas, and shelf dividers, all designed to strengthen brand visibility and create a unified retail experience.
Packaging
POSM
The result was an evolution that felt natural to existing consumers while supporting the broader growth of the brand.