The new identity has been designed to highlight the softness and special care the Procter & Gamble brand gives clothes next to skin and will be used in-store starting this month.
A heart-shaped image forms the central part of the feature and the baby has been enlarged to enhance his interaction with his "snug" with the tagline: "Huggably softer for sensitive skin".
The brand has kept its background colour of turquoise in order to remain clearly recognisable to consumers.
The launch of the identity follows on from Fairy Non-Bio's partnership with Bliss, the premature baby charity.
Fairy Non-Bio is funding research to find new ways to care for babies needing extra help. The charity communication on pack has been designed by Brussels-based agency Design Board.
Interbrand design director Lisa McClaren said: "This was a great brief, working for a brand we all love. The identity holds on to all the equities that are so important to Fairy's heritage but modernises the pack, gives more effective stand-out on the shelf and communicates to consumers exactly what the Fairy Non-Bio brand is all about."
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