p1. Line Extension Package Design: This project started out as a window explore request from an agency partner’s provided concept. Our team turned it into a full package transformation, complete with a coordinated In-Store campaign.
The challenge: Think ‘normalcy’, think ‘real underwear comfort’.
The answer: Through strategic thinking and design we pushed the Depend brand into an exciting new space with the look and feel of an underwear package.
p2. Every panel is designed to inform and educate the consumer on this breakthrough new product offering.
Front Panel Explore: This was a search for the right combination of model and product window, in the end, the window becomes the underwear!
Back Panel Explore: The story was ‘stay active with no worries about panty lines.‘ Knowing we wanted to use a model in yoga pants, the compositions explored the settings and poses.
Side Panel Explore: These concepts searched for the best way to visualize the absorbancy comparison to incontinence pads and how this product might better suit the consumer's needs.
p6. In-Store Display Strategy: Displays are used to capture our consumer’s attention in a crowded store environment. With a limited ad budget the client needed these materials to clearly be marked NEW. We balanced the requested yellow violator with a clear emotive message and imagery, and allowed the package to clarify the product details and convince the consumer to purchase.
p7. Purse Pack Target Exclusive Explore: We learned the consumers were making their own kits with Zip-loc bags. Depend wanted to offer them a stylish, discreet, unique to the category on-the-go kit to replace those home-made ones. We explored print and pattern on the purse and various boot shapes and package graphics to highlight the on trend purse but also tell the kit story at shelf.
p8. Club Store Pack and Pallet: Space in Club Stores is a valued prize for the Kimberly Clark customer teams. This Club Pack billboards on the pallet and delivers a break-through fashion look in the incontinence aisle. Costco was also excited about the launch and getting this pallet into their stores.
p3. The Photography Prepro Book: This tool was a crucial step in making the design vision of the package come to life for the front and back panel stories. Using local talent to keep fees low, we went through an exhaustive search casting the right look for a live talent ‘pre-shoot’. The PrePro Book thoroughly outlined the intent for the final shoot to all the players, so the objectives were clearly outlined and aligned to before that day. For clients who were attending, we were able to help deliver on a seamless, stress-free photo shoot day.
p5. Other Packs in the Lineup:
• Trial 4ct
• Target Exclusive Designer Purse Kit
• Costco Pack
p4. Final Full Panel Design