Al Nur is a trusted provider of high-quality hygiene products in the UAE, known for delivering comfort, care, and reliability for families and individuals.
Long Dry, a sub-brand of Al Nur, extends this promise through a comprehensive range of diapers designed for superior comfort and lasting protection. The baby diaper range, in particular, received a customised identity to convey freshness, gentleness, and care, setting it apart from other products within the portfolio.
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With the brand identity established, the next step focused on translating this identity into packaging design for the Long Dry baby diaper range. The aim was to create packaging that felt premium, visually distinctive, and consistent with the brand’s values, while remaining clear and practical for parents. Extensive research into competitors and market trends informed the creative approach, with multiple visual directions explored to determine the most effective expression of the brand, including safari-inspired wildlife and underwater adventure themes.
The finalised packaging adopted the Safari Family theme, inspired by the African wildlife ecosystem. Animals such as elephants, giraffes, zebras, lion cubs, deer, and rabbits were incorporated to convey protection, gentleness, playfulness, and warmth, creating a cohesive and nurturing aesthetic.
The warm, earthy watercolour palette complemented the overall soft and caring identity of the brand, giving the packaging a wholesome, family-friendly feel while maintaining a premium tone.
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Considerable attention was paid to ensuring consistency across all packaging elements. Illustrations were sourced and adapted to align with the brand’s visual language, while the layout balanced decorative elements with clear product information.
Multiple rounds of testing and mockups were conducted to refine the design and ensure it was both functional and engaging.
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The final packaging successfully captured the essence of Long Dry baby diapers, creating a distinctive presence on shelves while communicating comfort, care, and reliability to parents.
The design achieved tangible results, including improved shelf differentiation, heightened brand recognition, and stronger engagement with the target audience.