After years of research and development creating a diaper free of harsh ingredients that actually works, Pampers Pure needed an iconic design solution to go to market. It needed to telegraphically communicate the product benefits and its premium crafted origin.

The clean design reflects the purity of the product while the teal watercolor brings in the soft, warmth of the baby category. Choosing to use negative space for the zero icon, the transparency of the ingredients is embodied in the design and is accented by the delicately placed, natural ingredient of cotton as the percent sign used in the crafting of the product.

Clients loved the zero icon and retailers were clamoring for more and more tools in their stores and on their site that featured the design.