WHAT WE DID
We created a system of icons for brands — including AVEENO®, JOHNSON'S®, LISTERINE®, NEUTROGENA®, STAYFREE®, CAREFREE®, and o.b.® — built to allow a consistent expression, facilitating consumers' comprehension while maintaining each brand's individual equities: unique packaging shapes, specific hero ingredients, and usage of the brand-specific color guidelines. The icons are currently used in on-brand communications across multiple touchpoints and support each brand's unique sustainability initiatives.
HOW WE DID IT
Our team designed and implemented a cross-brand and cross-platform strategy to support the commitment to sustainability by our consumer health brands with our social posts, web pages, and icon system.
Our holistic, coordinated strategy communicates these commitments to the public through compelling messages about the transparency of our ingredients, the innovations we are making on our packaging to make it easier to recycle or reuse, the increase of recycled plastics and FSC-certified paper in our packaging, and the improvements in our operations to provide power with more renewable electricity.
Creative Team
Creative Director, Paul Owen
Senior Design Manager, Cassandra Cogbill
Design Lead, Melinda Brechbuehler
Designers; Becka Redante, Mariana Junger, Alexa Sparacio