Penda – Logo and Packaging Design for Diapers

Entering the baby diaper market is like stepping into a ring without preparation. Global “sharks” (Pampers, Huggies) are already swimming there. In such an environment, a local brand needed a very thorough marketing strategy not only to survive among them but to carve out its own niche.

When the client approached us, the situation was as follows: there were sales, but growth was primarily vertical (i.e., through repeat sales to existing customers). We needed horizontal growth (new audience, new segment, new revenue stream).

There is a rigid stereotype that a local brand implies “cheap and low quality.” Our task was to shatter this stereotype and instill a feeling in the mother: “I didn’t save money by buying ‘Penda’; rather, I deemed my child worthy of the best — a premium product.”

• Diapers are usually purchased by fathers, but mothers play a major role in the selection. The biggest fear for a parent is the internal doubt: “Am I a bad parent?” When buying cheap diapers, parents might feel a hidden pang of conscience, as if they scrimped on their own child.
• We envisioned “Penda” as a tool that demonstrates the child’s status. In an Uzbek family, a child is not just an offspring; they are the king of the household, the cherished one.
• It must be admitted: when a mother buys diapers, she is purchasing peaceful sleep not only for her child but also for herself.

These very insights helped us develop a powerful design concept.

We built the design and communication around a Premium concept.

Color

The bright Cyan Blue chosen as the primary color alludes to the mother’s peaceful sleep. This color signals to the mother: “Don’t worry, everything will be dry and quiet until morning,” instilling a sense of calm.

Logo

The base of the logo is drawn in the shape of a heart, expressing maternal love. The three-pointed crown at the top signifies the child’s elevated status in the family: your little one is the family’s prince or princess and the crown of your head; they are worthy of the best, worthy of “Penda.”

The “chubby” letters in the logo lettering, devoid of sharp angles, evoke the world of childhood.

The slogan “Uyu ve oyna” (Sleep and Play) simply and concisely explains the product’s main function.

Packaging Design

To enliven the brand and make it memorable, we developed a panda character (mascot) fitting the name. Interestingly, the panda on the packaging is not just a decoration; it is the child’s friend. As the child grows and the diaper size increases, the panda grows as well.

In smaller sizes, it is depicted as cute, vulnerable, and sweetly sleeping; as the size increases, it is shown sitting or playing. This creates a warm emotional bond: “we grow together.”

Based on international experience and standards, we added strong illustrative badges: the inscription “Reliable protection until morning” on a red ribbon, the “Turkish Technology” stamp, the “Dermatologically Tested” mark, and icons for “Breathable Outer Layer” and “Triple Layer” demonstrate the product’s functional advantages.

The new strategy elevated “Penda” from the level of a cheap product to the level of national pride.

• Mothers now, when buying “Penda,” do not feel they chose the cheap option, but feel they purchased a premium product for their child.
• The bright blue color and high-quality packaging created the effect of an expensive imported product, allowing the brand to stand out clearly among competitors.
• Thanks to effective lettering and badges, trust in the brand increased sharply, and a strong foundation was built for the brand’s horizontal growth (attracting new customers).

Entrepreneurs and manufacturers know well: it is easy to be “cheap” in the market, but difficult to be “valuable.” In this case, by combining marketing and creativity, we moved the client out of the most dangerous zone — the “price war” arena — and into the league of emotional brands with high margins. As a result, the product’s cost price did not change, but its Value in the eyes of the buyer increased several times over.