While there are straight global guideline on the brand identity and equity, the local brand and marketing operations are relatively loose and unorganized.

 

To help maintain the consistence of creative execution during design and marketing activities, Tide China decided to develop a comprehensive brand guide book to cover all aspects of design and brand communication ranging from packaging, promotion material, in-store display, and advertising tonalities.

It was praised by the global top management as one of the most comprehensive and integrated brand guidebook in P&G.

 

Packaging design by Landor and Local Agency.