WaterWipes — Brand Identity
WaterWipes’ simplicity and purity are echoed in the updated design system.
With a modern view of creating a metaphor between purity and minimalism, the design system creates visual cues that honor our distinct assets while building equity.
The system is built to elevate the brand’s role in awakening the campaign Your Baby Deserves Less by acknowledging the messiness of life while creating a view through which WaterWipes protects and soothes their child. The contrast between natural photography and lots of white space accentuates the purity for which WaterWipes is known.
ECD: Rafael Gonzaga
Head of Design: John Moeller
Design Director: Tracy Hung
The holding shape is inspired by the ‘W’ letterform within the primary WaterWipes logo and is the leading graphic element in the WaterWipes system.
The ‘W’ shape acts as a portal for storytelling, and
can flex to fit the format or platform, whether static
or dynamic.
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Brand Identity, Design, Brand Strategy
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