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Johnson's Baby Redesign

Johnson’s Baby first made it’s debut in 1893 and has been a staple in households ever since. However, moms around the world were looking easy to use products with fewer and more simple ingredients. Our intent was to modernize an iconic brand—from the formula to the bottle to the label, everything has been re-imagined. We developed a system that would work across 100+ products, in various sizes, in single and multiple language layouts across the globe. Our design simplifies pack communication to communicate the new gentler formulas with fewer ingredients. We improved navigation on shelf by introducing a tiering system based on "ages and stages". Classic baby products for all ages remain simple and iconic, while custom illustrated icons and characters help to telegraphically communicate products for newborns, bedtime, and toddler needs. Our extensive color work helped reduce global production complexity by harmonizing 400+ colors down to 40 colors. Under the design direction of Jennifer Dahl, I collaborated with a large team that consisted of graphic designers, industrial designs, package engineers, research & development, marketing, and many more. Branding, Color Strategy & Color Matching, Dieline Optimization, Global Templates & Design Intents, & Custom Illustrations

Project Roles
Designer, Illustrator
Company
Johnson & Johnson
Skills
Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Brand Strategy, Design, Design Strategy, Marketing Strategy, Post-Production, Print, Product Development
Media
Brand Identity, Branding, Packaging, Products - Physical
Project Industries
Packaged Goods
Johnson's Baby Redesign