After the acquisition of Sonicare, adapting the branding to Philips was quickly under way. I was a dedicated member of the project team responsible for execution. From design to production, I assisted in the release of two generations of the revised packaging.
The first two samples shown are from the first generation rebrand and were clinical in approach. However, the new direction was a far departure from the original Sonicare brand and did not test well in market. The second generation shared some of the original feel and added in-use photography to support the features and benefits.
The additional samples showcase a joint partnership with Crest, branded IntelliClean. This offering created and all-in-one solution, pairing a next generation patented sonic technology toothbrush with convenient replaceable toothpaste packets.
Highlights:
- Translated packs in up to 12 languages
- Products lines: Advance, Elite, and Crest IntelliClean
- Extensive product and lifestyle retouching
- Built retail shelf sets and planograms
- Delivered POS artwork for end-caps and try-me displays
- Supported presentations for retailer buy-in