HUSHUIQING

HUSHUIQING
Potty Training Dry and Wet Wipes

Client
HUSHUIQING

Service
Logo Design
Packaging Design

Team
CD:Kevin
D:S、JIABAI
3D:Mega
T:2023.12
Through systematic brand philosophy and product design, HUSHUIQING Potty Training Dry and Wet Wipes has successfully introduced medical-grade care standards into household personal care scenarios, pioneering the definition of the “potty training” niche category. Leveraging more than 20 years of accumulated export experience in medical and health care products, the brand has applied the concept of the “mini procedure pack” (a disposable medical care pack) to the household personal care field, creating the first hygiene product pack combining dry wipes and wet wipes. Supported by its Qiandao Lake R&D and production system, the brand has established an R&D center, a testing center, and a sterile production center. Against the backdrop of continued growth in the household cleaning and care market, HUSHUIQING has built clear and distinctive brand recognition in the infant and toddler potty training niche through differentiated category innovation and a professional brand image.

HUSHUIQING is a personal care and cleaning brand under Fannisi Care Products (Shanghai) Co., Ltd., with affiliated companies including Hangzhou HUSHUIQING Care Products Co., Ltd. and Hangzhou HUSHUIQING Industrial Co., Ltd., headquartered in Hangzhou.

In the 1990s, the founder of HUSHUIQING was engaged in the export business of medical and health care products. After more than 20 years of deep cultivation, the brand accumulated rich industry experience and technological advantages in the export trade of medical and health care products. In 2023, HUSHUIQING turned its development focus back to the domestic market, applying the technologies and experience accumulated in the medical field to the household personal care sector, and innovatively launched high-end products and solutions such as potty training hygiene kits, children’s portable hygiene kits, and adult portable hygiene kits. The brand advocates a green and energy-saving production philosophy and strictly controls every stage from product R&D and design to production and sales.

This project was to create a brand philosophy and product design system for HUSHUIQING Potty Training Dry and Wet Wipes. The core objective was to help the brand establish a differentiated and professional brand identity in the rapidly growing household cleaning and care market. Starting from the founder’s industry background—more than 20 years of experience in the export of medical and health care products—we distilled the core design concept: applying the “mini procedure pack” (disposable medical care pack) concept from medical care scenarios to the household personal care field. This concept not only carries the brand’s industry heritage and professional genes, but also forms a unique differentiated positioning in the household personal care market. Taking “potty training” as the starting point, we developed the brand’s first scenario-based solution. The product design revolves around targeted, stage-specific, and scientific potty wiping needs, innovatively combining dry wipes and wet wipes in one hygiene kit to provide parents with a complete cleaning tool solution for potty training. The overall visual style conveys a natural, clean, and refreshing personal hygiene care philosophy, communicating the brand’s sincerity and care through a product visual language derived from nature. Through this design system combining medical professional background, scenario-based innovation, and natural visual tonality, HUSHUIQING has successfully upgraded from a manufacturer with an export trade background to a household personal care brand with clear brand positioning, a complete product philosophy, and differentiated visual identity.


MORE