NEOSTRATA® pioneered antiaging science with the discovery of alpha hydroxy acids by the founders in 1974. This foundation of innovation set the brand in motion for patenting technologies such as polyhydroxy acids for sensitive skin and NeoGlucosamine® for hyperpigmentation.
Within the category, we saw a tremendous opportunity to create an expression and experience that respects the brand’s rich history and high-performance formulations, but adds a new dimension that does a more effective job of enriching the brand with a personality that differentiates. A behind-the-scenes lab inspiration ensued.
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Lead, Melinda Brechbuehler
Photographer, Christopher Baker
Stylist, Lisa Lee
Branding, Logo Design, Global Templates & Design Intents, Brand Guidelines, Custom Pattern, Photography Art Direction
Johnson & Johnson®
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Manager, Cassandra Cogbill
Design Lead, Melinda Brechbuehler
Industrial Designer, Sharon Myoung
Designer, Alyssa Lagattuta
Johnson & Johnson®
Many consumers misunderstand Carefree Pantyliners for a light menstruation solution vs a daily freshness routine.
The objective for the Carefree brand is to increase the daily routine of wearing a pantyliner for everyday freshness and confidence amongst all women.
Thus, the global franchise team came to us with a need for an on-the-go pantyliner. In collaboration with R&D and industrial design, we developed an entirely new round wrapper. Beyond the primary and secondary packaging design, we created graphics for various consumer touch points to build a story around the launch with the iconic circular design and to help the consumer understand this was a new and fresh pantyliner format that is easy to take in your purse, share with friends, and keep amongst your daily routine toiletries.
Nth Degree by Neu Labs is a concept from the team of skin experts behind Neutrogena. The idea that millenials have the mindset that they simply can have it all, we wanted to create a brand to break the skin paradoxes like wanting clear skin that’s also intensely glowing or treating blemishes while also nourishing your skin at the same time.
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Lead, Melinda Brechbuehler
Design Lead, Lex Evan
Senior Designer, Nick Smith
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Manager, Shelby Spears and Nancy Smith
Design Lead, Melinda Brechbuehler
Liner Renderings, Alex Poupard
Johnson & Johnson®
The objective for the Carefree brand is to increase the daily routine of wearing a pantyliner for everyday freshness and confidence amongst all women. Often consumers misunderstand Carefree Pantyliners for a light menstruation solution vs a daily freshness routine.
Packaging Redesign, Global Templates & Design Intents, Brand Guidelines
Global Redesigns 2016
Creative Director, Tim O’toole
Design Director, Jennifer Dahl
Design Manager, Shelby Spears
Senior Designer, Melinda Brechbuehler
Pad Renderings, Alex Poupard
Johnson & Johnson®
Global packaging redesign, secondary polybags, primary pouches, illustration and pattern creation, design specifications and guidelines
Introducing tampons to the women in India
Introduced Stayfree tampons to women in India while educating many women in rural areas what tampons are. Since Stayfree has been a long trusted pad brand in India, the strategy was to introduce tampons to convert pad users to tampon users instead of introducing o.b. as a new brand offering.
Our team dove into the consumer journey through video interviews with Indian women in rural neighborhoods that gave us access to their living and bathroom spaces. We immediately understood the need for clarity of the benefits of tampons on the packaging as well as instructions for a positive user experience for many of their first experiences inserting a tampon.
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Manager: Nancy Smith
Senior Designer, Melinda Brechbuehler
Johnson & Johnson®
The Information for Use (IFU) pamphlet was specially designed for consumers in rural India with easy instructional text, large diagrams with simplified anatomical illustrations, and tips in a friendly voice to promote dialogue to a topic that is still very taboo in India. Period.
The o.b. Limited Edition pack emphasizes the energy, boldness, ‘doer spirit’ which o.b. has in its brand DNA. We further shifted the brand perception from the classic global design to a hip, summer inspired design to recruit young female entrants to the menstruation category.
I worked closely with the illustrators to build a toolkit of assets around the idea of a summer road trip amongst friends. I then worked closely with a team of designers to bring the overall story to life on packaging.
2017, Festival Girls. Illustrations by Darling Clementine
2016, Summer Protection. Illustrations by Jimmi Crayon
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Solutions Lead, Shelby Spears
Design Lead, Melinda Brechbuehler
Johnson & Johnson®
2017: Illustration, Darling Clementine
2016: Illustration, Jimmi Crayon
Revolutionized o.b. from a functional commoditized brand to a lifestyle brand in the women’s health category.
We modernized the floral imagery that is typical in the women’s health aisle and eliminated any pinks and purples in the design to embrace a new era for tampon design. The new brand perception is that this is for all women and in support of women to do more on their periods. “ob do” was the campaign that launched with the redesigned packaging.
Creative Director, Tim O’toole
Design Director, Jennifer Dahl
Design Manager, Nancy Smith
Senior Designer, Melinda Brechbuehler
Tampon Renderings, Alex Poupard
Johnson & Johnson®
Creative Director, Tim O’Toole
Design Director, Neil Sadler
Senior Designer, Melinda Brechbuehler
Retail Designers, Steven Hecht & Colin Martin
Johnson & Johnson®
Packaging graphics update to BAND-AID water block adhesive bandages.
Purchase Intent Problem: it was not easy to identify the small water
droplets on the previous packaging, so consumers often missed the
water block offering and didn’t purchase the higher price point for
this product offering. Therefore, using the “smile” architecture of the
BAND-AID brand, we simply put the packaging in a “pool” of water.
Global Templates & Design Intents, Photography Art Direction, Photo Editing
I worked for the Ecommerce website Rue La La, 2012-2013
MFA Boston University 2012
