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.

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.

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.

Logo of the current “No Baby Unhugged” program, featuring Omnes Regular and the Semibold Italic.

“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.
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