AVEENO KIDS
Introducing the Aveeno® Kids Care Crew! Specially formulated for kids’ developing skin and hair needs, these products will prepare kids for their autonomous self-care adventures.
WHAT WE DID
Brand positioning, Brand Strategy, Packaging Design, Consumer Testing, Character Illustrations, Character names and stories, Photography Direction, Aveeno® Kids Blueprint, and Aveeno® Kids Activation Toolkit for Johnson & Johnson©
HOW WE DID IT
True to the Aveeno brand equity, we strategically honed in on sensitive skin as a superpower. We are inspired to empower kids to harness the authentic qualities within themselves and successfully navigate the task of self-care in their own way.
Each superhero character was specifically curated in connection with the product format. Additionally, each character was created with different archetypes in mind so they each have their own specific strengths, comfort zones, and ways to deal with moments of insecurity. Representing the reality that all kids are complex and they’re all extraordinarily unique.
Creative Team
Creative Director: Paul Owen
Design Manager: Melinda Brechbuehler
Designer: Carly Hayes
Illustrator: Tais Lamos
Insights & Strategy: Jonathan Finer, Tanya Gustafson
Copywriting: Tanya Gustafson, Danilo Romeiro
Activation Strategy: Danilo Romeiro
Project Management: Corbin Cones
Solutions: Pablo Ulpiano
Packaging Production: Michael Scelza, Gery Garcia