Johnson&Johnson
Pitch-winning design work to refresh and modernize a shopper branding system developed in the US.
KPIs included a more customer-centric expression, vs an inwardly corporate one, with assets that are easy-to-find, inform, instruct and navigate. The desired outtake is “this is the best choice for me”.
Positioning/Manifesto
Copywriting
Shopper toolkit
Brand design
Presentations
A ‘double bonding bubble’ narrative implies care for baby, and care for mum too.
Playful category identifiers help with visibility, storytelling and navigation.
The key visual style is modular and evokes each relative occasion appropriately.
Proposed ‘homeshelf’ system to stand apart from category in store.
The island unit is highly visible and aims to interrupt shoppers with a promotion or value offering, but it can also be used for a new product launch.
This touchpoint aims to drive volume and sales while make shoppers aware of brand availability.
Toolkit deployed across formats for Bedtime comms.
