johnson’s

Brand Identity | Brand Strategy | Experience Design

With more than 150 years of experience, Johnson’s is synonymous with baby care, and trusted around the world. In 2018 they restaged their full product line to be even gentler and more effective. They needed to bring the new, improved line to life visually and experientially in store — breaking shoppers out of autopilot, while reassuring them that the new look and reformulated products still came with more than a century of expertise. Our solution was to take what makes Johnson’s iconic and make it larger than life with oversized teardrop-shaped bottles, characters and patterns that break free from packaging, and visceral metaphors that illustrate gentleness and the wonder of childhood.