Huggies
Huggies is Kimberly-Clark’s brand name for disposable diapers, baby pants, baby wipes and related product lines. Since 2010, Omnes by Darden Studio is the main typeface of the corporate identity. The rounded sans serif is used for all aspects of the international brand, from packaging, print ads and TV commercials to websites and apps.
Snug & Dry packaging
Litte Snugglers packaging
In New Zealand and Australia, Huggies diapers are marketed in gender-specific versions for girls and boys. Omnes works for both.
Ads from the “We Want You” campaign for the new SureFit design, with bold caps from Omnes.
Ads from the “Little Mover’s Slip-On Diaper” campaign. See also the TV spots directed by Bruce Hurwit.
The website uses Omnes for all text, from headlines and teasers to smaller texts and navigational items.
Menu of the French-language website with “Mommy Answers”. Omnes is paired with matching icons.
The website employs a range of styles from the Omnes family. This detail shows the Extra Light in a center-aligned display setting, combined with caps from the regular weight.
To maintain brand consistency across all media, Omnes is used in the Huggies Rewards app, too.
Logo of the current “No Baby Unhugged” program, featuring Omnes Regular and the Semibold Italic.
Detail of a Spanish-language diaper sizing chart, with reversed glyphs from Omnes Bold
“Packing for the Hospital. A Labor of Love” — detail of an illustrated infographic aimed at parents-to-be
The animated microsite for Little Swimmers swim pants makes colorful use of Omnes Bold and Semibold.
The Italian website features a very different color range, but adheres to Omnes as the corporate typeface.
Thanks to its wide and ever-growing language support, Omnes can be used for the Turkish market, too.
