Goo.n is a Japanese based diaper manufacturer looking to expand into the Asian and US markets. The demographic targeted by the client was first time mothers who can afford to spend a bit more for more features in their diapers.
Accurate translation from another language and culture presents a challenge. My goal was to present the client’s product line without alienating either western or eastern consumers.
I was tasked to create a message where the product seemed nurturing and luxurious. There was a multi-pronged ask by the client, to expand brand awareness, promote new items, and not inhibit small retailers from moving older items.
The features of the diaper tend to be a bit technical, so I made the descriptions simpler and easier to follow.