Creating clarity to enhance the brand experience Philips Avent

Can a consumer’s experience of a brand be consistent from one country to another?

For over 30 years Philips Avent has been trusted by parents all over the world as the right choice for feeding their babies, from infancy to toddler age.

Building a brand with global reach is an obvious success story. The ongoing challenge is to ensure consistency across every market, especially when there’s an ever-evolving product range in the mix. That’s where we come in – read on to see how we continually ensure that our client’s brand is communicating with its audience effectively.

How we’ve helped

  • Reviewed 500 product lines in over 20 languages
  • Used consumer insights to logically structure information
  • Introduced a new brand hierarchy with the Natural and Classic lines
  • Established packaging guidelines
  • Provided colour standards to ensure print consistency globally
  • Art direction and photography, commissioning of illustration, language translation, asset creation and artwork

Challenge

In an increasingly crowded market, consumers are bombarded with technical and clinical product information. Philips Avent differentiates itself by focusing on benefits for babies and parents, simplifying the decision-making process. With more and more products being introduced into a brand portfolio that spans a growing number of markets, however, confusion and inconsistency was creeping in and market share inevitably threatened.

Philips Avent needed a strong and coherent brand language on shelf to convey the true values of the brand and showcase its product innovation consistently worldwide. This meant reviewing 500 product lines in over 20 languages – and that’s just the beginning.

Solution

Working in partnership with the Philips Design team, the old packaging was stripped back, and a new design system carefully constructed to ensure unity across the entire range. Consumer insights helped establish a logical way to convey information, from a colour-coded system to communicate age ranges to the position of key messages. We introduced a new brand hierarchy with the Natural and Classic lines, which made it easier for customers to select across sub-ranges.

Once packaging guidelines were established, we rolled out the new design across the entire product portfolio and all markets. This involved art direction and photography, commissioning of illustration, language translation, the creation of key assets and artwork. We also provided colour standards to ensure print consistency across the many printers working with us in different parts of the world – as part of the project, we had made purple a dominant colour that would become ownable by the brand.

Outcome

We took a muddled and unwieldy product range, and established clarity and order. Viewed on shelf, the brand has extra prominence thanks to the use of a strong colour, and the improved design of the front face ensures customers can easily browse products and find what they need.

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