For over a century, from its first Milk of Magnesia product launched in 1872, to its caplets launched in 2004, Phillips’ has been synonymous with relief from constipation. Today Phillips’ is still known primarily as a solution based product, addressing the problem and symptoms of constipation.
However, over these years the brand has grown organically, leaving the brand equity assets disjointed without true brand unification. It was imperative to utilize the core of these visuals and develop new equity assets while creating a system to allow strategic visual expression as the brand continues to grown into new territories
Phase 1 | Audit immersion, strategic development and design brief, alignment in opportunity areas – We did a deep dive into competition. Analysis identified brand equity elements to preserve and evolve. It was identified that the iconic cobalt blue color was the only consistent asset owned and recognized. We added a few more visuals to enrich the brand visualization that could help us build a brand visual systems and architecture.
Phase 2 | Design Expression board, look/ tone/ feel for global brand guidelines – The package design strategy incorporated concepts from trusted science to more human warmth. The design intent included: Improve brand presence by unifying shares and colors; create an identity system that modernizes the brand in an evolutionary way
Phase 3 | Brand identity, packaging, architecture development, and qualification – The new brand expression was tested in the US, consumers welcomed the change as it was an subtle evolutionary step. The new visual systems allows the brand to be maintain consistent across brand architecture pillars (different product line and benefits)
Phase 4 | Global deployment and final production – Brand book and packaging guidelines were created and deployed to ensure consistency across media.