- RETAILER: Fred’s Inc.
- COUNTRY: USA
- CATEGORY: P7. Baby
- AGENCY: Marketing By Design
- Creative Director & Designer: David Ziegler-Voll
- Production Artist: Deanna Vosburgh
- Project Manager: Ashley Smits
- Account Manager: Christopher Thaemert
Paddy Cakes is Fred’s Private Brand in the baby and toddler category. With multiple SKUs ranging from baby wipes to diapers, the Private Brand needed to convey cleanliness, trust and the “aww” factor, which gives customers a reason to smile. Cute animal illustrations were combined with a playful script and light pastel colors to differentiate between products.