Refreshing a Classic
Johnson's Baby Shampoo is one of their most iconic brands, with over $2 billion in annual global sales. For over 50 years people have known and trusted the golden amber shampoo and the "no more tears" teardrop. Johnson & Johnson needed a truly unique new global brand identity.
The Shear Partnership, working with the J&J Global Strategic Design Office, was asked to maintain the Brand's well-known assets of the red teardrop, and iconic bottle shape, while making the packaging feel contemporary, simple, fresh and clean.
Reinvigorating a mature brand
Aveeno had a long, well-entrenched history as the "anti-itch" oatmeal brand. Johnson & Johnson decided to reinvigorate the base brand with the ultimate intention of creating a comprehensive body care line over time.
The Shear Partnership was charged with maintaining the brand's natural positioning through its oatmeal-based ingredients, while updating and differentiating the brand's full line of body care products.
New ergonomically designed proprietary bottle structures feature lightly color-coded transparent caps and coordinating graphics to differentiate the products by usage. The new graphic look also visually communicates and introduces the brands use of an “active natural” oatmeal.
Creating a brand new category
After successfully reinvigorating the base Aveeno body care business and establishing the “active naturals” positioning, Johnson & Johnson wanted to extend the Aveeno equity into facial care. At the time, many women were interested in natural facial care, but were unwilling to pay department store prices to obtain them.
The use of an opalescent bottle, proprietary shape, embossed cartons, clean graphics and clear identification of the product’s purpose all create the allure of a premium line. The success of the original four products has led the growth of the facial care franchise into a wide offering of targeted skin care treatments.
Bringing a Brand to a Higher Price Point
After the successful launch of the Aveeno soy-based facial care line, Johnson & Johnson decided to extend the Aveeno "active natural" portfolio with a shiitake-based super-premium line of anti-aging facial care products. This was to be the most expensive Aveeno line sold at retail.
The Shear Partnership was asked to build upon their prior design for the brand by making sure the look of this new line reinforced the "active natural" positioning of Aveeno and also infused each line item with a unique and exclusive personality. Additionally, give the "active natural" positioning, sustainability played a large role in the selection of both the bottle and packaging materials.
Getting a product off the bottom shelf
Ambi had a very long history of developing unique skincare products specifically for African American women.Johnson & Johnson purchased the brand with the intent of introducing it to all women of color, in a global context.
The Shear Partnership was asked to completely update the brand identity and package design to support a significant expansion into new product categories and geographic areas, as well as an expanded user group that included not onlyAfrican American women, but Latino and Asian women as well.
Evolving a new brand for kids
J&J had recently developed a line of bath products for toddlers called Buddies. Because the line was not going to be supported by traditional marketing, its on-shelf presence took on greater importance. Unfortunately, the brand languished at launch.
The Shear Partnership was asked to evolve the original design to remedy these issues.The new look retained the same color palette, yet the character depictions were re-illustrated to have the character directly linked to the product purpose (i.e. soap, shampoo, etc). The information architecture was also redesigned to enhance the visibility of the brand name.