CHALLENGE

Improve brand visibility in store across the different ranges across the EMEA zone.

INSIGHT

The fact that consumers associate the product with the range rather than the brand means they won’t apply their product learning to other Neutrogena products when they change their skin care routine.

SOLUTION

A  flexible design solution that pulls a large range of very different products and packaging designs together as one brand. The brand, range and product are treated in a consistent way across a multitude of touch points and product ranges. Improving brand recognition and visibility in store, but most important, maintain customers for the brand when they change their skin care routine.

The guidelines told a complete story covering:
Brand – A quick overview of the brand purpose, promise
Product – A visual guide of the various product ranges
Shopper journey – Explanation of the purchase decision stages and how this influences the communication
Design inspiration – A range of touch points across the stages o the customer journey
Design guides – Details about logo placement, colour & image usage, design grid, lay out, fonts and more.

View some examples pages and POS below.