Potto are locally produced baby diapers with a convenient range of sizes. The brand came to us for an identity that could distinguish them from competitors and clearly show the advantages of the product – convenience and comfort for kids.

After studying the market, consumers and context, we came to the conclusion that we needed a mascot that children could unconsciously associate themselves with, as well as to directly demonstrate the product on the package.

At the same time, naming was supposed to sound childishly joyful, memorable and convenient for pronunciation for the entire population of Uzbekistan.

As a result, we came to the conclusion that the Potto naming would ideally solve our problem, at the same time referring to the mascot of the product – a hippo who always wears Potto diapers.

The overall visual style of the product was made in a child-friendly way, using complementary pastel colors, for a more pleasant and relaxed perception by the children’s audience.

The location of the mascot itself on the packaging also plays an important role, it is based on the habits of babies of different ages – somewhere they are just lying, somewhere they are already starting to crawl, and somewhere they are almost standing on their feet.

All work with the visuals, including drawing the mascot and developing the typography, was done by hand, with attention to every detail, so that the final result would be as original and original as possible for the category and for the market as a whole.