Libero is the leading diaper brand in Scandinavia and is now sold in ten countries. After more than 50 years of developing disposable diapers, it has expanded its range to include a large number of products covering ever aspect of baby hygiene.
Dragon Rouge has been working with Libero since 1993 on its overall visual identity and evolving brand platform strategy.

The goal was to represent the values of the Libero brand – a spirit of freedom and respect for babies’ development – while responding to mothers’ main expectation in terms of diaper performance: dryness.
Libero was to be positioned on the premium baby product segment in Scandinavian countries, but also allowed to make a place for itself on less developed markets via specific value-for-money ranges.
Over time, we helped the brand pursue its development and keep up with changing codes in the global diaper market, and to find a specific message for Libero’s innovations within the baby universe but outside its core business.

Dragon Rouge created a visual style for Libero that was unique and differentiating.
The premium products, unisex since 2000, were organized according to the successive phases of baby development, and the “eye contact” concept was used as Libero’s hallmark. Photos of babies in outdoor settings with natural landscapes conveyed a spirit of freedom and reaffirmed the brand’s independent personality and unconventional attitude.
Useful information was placed on the packaging in two strips for delivery to consumers in a clear, impactful and playful way. Technological product quality was also stressed through hyper-realistic illustrations and pictograms that clearly depict functional properties.

In the past 15 years, Libero has consolidated its leadership in Northern Europe and continued to expand into new markets and categories, notably with its Libero baby skincare range.