Design Manager and Art Director
Client: Reckitt Benckiser
Background: As part of the migration from Spray ‘n Wash to Resolve, the brand team was mandated to convert all of their packaging currently in Spray ‘n Wash Green to Resolve Red. While the transition to all red bottles unifies the products at shelf to create a strong brand block, research showed that an all-red portfolio would also cause significant confusion among consumers as they try to find specific products. Since cost would not allow bottle shapes or color to be altered to differentiate product lines and products, the brand needs packaging to be reliant on the artwork to clearly communicate both the brand and the specific product identity while still being eye-catching in a crowded shelf set.
Objective: Develop brand artwork architecture that drives improved shelf impact vs. competition, clearly unifies the entire brand, and makes it easy for consumers to differentiate the brand’s two segments (Base Pre-Treat and In-Wash).
Results: Led a senior team of designers through strategic creative phase. Explored and presented various design systems which successfully impacted branding to help the consumer transition from the Spray ‘n Wash brand to the Resolve brand migration and differentiated the product segments by color eliminating consumer confusion on shelf.