Rich Greco


Identity and design Directions for Huggies, the rebirth of an icon that honors the past, while looking to a digital-first future. A polished wordmark and new hugging monogram were created, informing the visual language that took on the same characteristics as the new Huggies voice and platform: wise, approachable and playfully irreverent.

Two new typefaces, core colors, and informative graphic elements distinguish Huggies from other brands in the category, launched alongside the global platform of “We got you, baby” that establishes Huggies as the trusted confidante who guides babies, and by extension, their parents, through the unknowns of babyhood.

Arriving soon.

Featured in The New York Times, 2021.
Featured in Adweek, 2021.
Featured in Ad Age, 2021.