DOWNY GLOBAL BRAND ARCHITECTURE | Package Design STRATEGY for landor & p&G
Explored different design architectures to unify Downy globally. Across cultures it meant very many different things from a little baby to a provocative woman on the front. Each downy flavor had to be unique while being pattern & fashion inspired. We applied a process of representing different personalities to new Downy infusions. It was a method learned through working on Always for a different client. Brought to life with mood boards and sketches. We selected illustrators to bring our concepts to life.
Started with mood boards from 6 scents & personalities.
Ideated over 30 solutions, and found the illustration talent to execute the final vision.
Inspired by fabrics and personalities tying back to the scent research provided by P&G. It tested well and went to market. 13 years later the flowers have changed but the brand architecture is the same. See Downy Infusions today.
Executive Creative Director: Valerie Aurilio, Design Director: Greta Dirsel
Design Strategy, Inspiration, Moodboards & Sketches: Freelance designer, Juliana Perez-Mitchell
Final designs after exotic sketch selection by Landor team in 2011 including Elizabeth M, Heather Dudas, Eliza Roscher, Leslie Lord., and more on final packcept.
Final Design realization: Stevenson Color
Other work created for Landor & P&G:
Olympics theme
Silktouch logotype
Passion for Fabric