I enjoyed designing the logo, brand identity, illustrations, packaging, and website for a diaper production company.
This project began with designing packaging for infant diapers, targeting young mothers who appreciate the cute Japanese illustration style. To enhance brand recognition and engagement, I proposed creating a mascot —eventually settling on a giraffe after exploring various animal options. A hand-drawn font reinforced the playful, child-friendly aesthetic.
For the color palette, I conducted in-depth research on color and style in cute design, leading to the combination of a soft pastel scheme of pink, blue, and light green, with brown as the primary dark tone — an uncommon but well-researched choice. Since high-contrast colors are typically avoided in this style, careful balancing was required to maintain visual harmony while ensuring the design remained appealing and recognizable.
Each diaper size features a unique giraffe illustration, corresponding to different stages of a child's growth. The design successfully resonated with the target audience, leading to strong sales. Encouraged by this success, the client expanded into e-commerce and commissioned me to create a full website after initially developing a landing page for the diapers. For the website, I had fun animating the characters, bringing the brand to life with playful interactions that enhanced the user experience.
