Elsker Natural Protection Personal Care by Interbrand Shanghai Consumer Brand Team

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DESIGN DETAILS
DESIGN NAME:
Elsker Natural Protection

PRIMARY FUNCTION:
Personal Care

INSPIRATION:
We looked at parallels between the maternal actions of plants and people and created designs that trigger the unspoken relationship between Natural and Protection. By utilizing many layers in the main leaf graphic, it hints at the steady gradual development of a person from childhood to maturity. The layers of graphics also suggest the protection that the products provide. The illustration style follows the category language of child focused packaging with a simple layout that clearly explains the differences between each product.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The concept of Natural Protection, inspired by the simple connection between nature and people, is communicated through clean yet thoughtful graphics. See-through element on sides of packaging speak safety, reliability and protection.

OPERATION / FLOW / INTERACTION:
-

PROJECT DURATION AND LOCATION:
Shanghai 2013

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
-

SPECIFICATIONS / TECHNICAL PROPERTIES:
Winter Protective Cream 50g Pliancy Shampoo 258ml Herbal Moisturising 120g Mother Hydrating Toner 50ml (From left to right)

TAGS:
Elsker, Interbrand, J&J, packaging, Natural protection, personal care, Mom, Baby

RESEARCH ABSTRACT:
-

CHALLENGE:
With their recent acquisition of Elsker, Johnson & Johnson was looking to reinvigorate the brand with a more contemporary design that would still preserve the brand equities that have already been developed in the minds of the consumers. Our challenge was to design a range of personal care for both mom and baby in China that clearly communicates the key benefits of each item and stays true to the core idea of Natural Protection. We went beyond the normal category language through design and facilitated clearer product understanding for our busy target market.

ADDED DATE:
2014-03-19 22:28:16

TEAM MEMBERS (9) :
Executive Creative Director René Chen, Associate Design Director Yolanda Tang , Design Director Bono Yu , Designer Carol Shen , Senior Implementation Specialist Aaron Wan , Associate Client Director Oam Martin , Senior Client Executive Mike Chen , Client Manager Rachel Zhao and Implementation Lu Jun

IMAGE CREDITS:
Interbrand Shanghai, 2014

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Johnson & Johnson

PROFILE:
Johnson & Johnson is an American multinational medical devices, pharmaceutical and consumer packaged goods manufacturer founded in 1886. Johnson & Johnson's brands include numerous household names of medications and first aid supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol medications, Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.

NOMINATION DETAILS

Elsker Natural Protection Personal Care by Interbrand Shanghai Consumer Brand Team is a Nominee in Packaging Design Category.

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AWARD DETAILS

Elsker Natural Protection Personal Care by Interbrand Shanghai Consumer Brand Team is Winner in Packaging Design Category, 2013 - 2014.



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