JOHNSON & JOHNSON

Brand, packaging, and marketing collateral for range of consumer products and services.

Senior Designer

Listerine

Challenge: Design label system for new “Miswak” flavor for EMEA market, differentiating from other flavors within market while elevating to prestige Listerine tier. NOTE: Miswak is a twig traditionally chewed into bristles and used as a toothbrush and breath freshener in the Middle East.

Solution: Incorporate miswak stick imagery and create color strategy via regional visual audit. Create design intent mechanical to release to regions + work alongside production to ensure color accuracy and printing quality on label. Oversee production through agency partner and internal production (for Miswak and for range of Listerine products featured below).

Codral, frenadol, actifed, Rinza

Challenge: Design synergy across four premiere OTC brands from four different countries: Codral (Australia), Frenadol (Spain), Actifed (France) and Rinza (Russia). Observe brand equities of each (since they are top brands in respective countries) but create continuity between all so customers recognize if not in home country. (Insight: people with head colds want to recognize color and shape of package graphics from afar—and then look at symptoms on package before purchase).

Solution: Design iterations + quantitative digital visual testing in the different countries revealed sun+wave design showed 30% increase in purchase intent in all regions. Project fast-tracked to production by OTC president for Frenadol and Codral. Designed brand book and design intent files to guide regions for production.