Challenge

Pull-Ups was feeling pressure from national competitors and retailer-owned brands. The packaging looked outdated and inconsistent across the portfolio, with old photography and weak shelf presence. We also needed to better leverage our Disney partnership, a proven driver for parents and kids. My role was to lead a strategic visual refresh that modernized the brand, improved consistency, and enhanced impact both in-store and online.

Solution

I developed a bold, modern, and colorful packaging system designed to connect with potty training parents and their kids. We strategically optimized the use of Disney and Marvel characters to maximize their impact and appeal. I also refined the product claims and benefits lockup to improve shelf readability and performance. Beyond the pack, I helped lead the design strategy across CPG packaging, product graphics, and key digital touchpoints, ensuring a cohesive brand experience at every interaction.