Johnson’s Kids Concepts
Concept Development • Brand Strategy • Narrative/Copy Oversight • Category Audit • Territory Boards • Illustrator Selection, Briefing, & Onboarding • Packaging Architecture
Halo the Iconic Johnson’s Brand but Appeal to Kids
Johnson’s Kids has been losing market share recently, struggling with outdated labels that cater more to babies instead of kids aged 3-6+.
By age 5, children strongly influence their parents' choices for hygiene and beauty products. Mothers seek products that satisfy both their needs and those of their children.
New Concept
““I can have peace of mind that this product is safe for my child to handle by themselves and learn how to bathe independently.””
Children & Parents Both Preferred the Kids Route
“I look like him”
“The pirate is very brave”
Children had greater ability to identify with the kid figures in the winning design. The kid figures cued adventures and remained in the imagination for longer. Monsters are more "dated" and generate a bond with younger children (1 to 5 years old).
Creative Team
Senior Design Manager: Melinda Brechbuehler
Designers: Tyler Courtenay, Gino Santaguido
Copywriting & Brand Strategy: Tanya Gustafson
Illustrations: Lize-Marie Dreyer
Design Project Manager: Jessika Ferrer
Print Production: Hollie Thompson