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the task
Recommend one of Crest’s sub-brands for the first stage of a brand-wide packaging redesign.
the solution
Reduce analysis paralysis in the oral care aisle by making packaging easier to identify.
the research
- There is high brand loyalty among oral care products
- Too many choices stress out consumers
- The oral care aisle is cluttered and confusing, at best
- People buy products based on use cases
the real challenge
How do we help people who are already buying Crest navigate the category?
the solution (cont.)
Make it easier to buy what you need.
so what did we do?
Improve the functionality of the mouthwash bottle
Increase the blue
Color code the sub-brands
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Codify each products’ benefits
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