As brands grow, how do we reevaluate and strengthen their core to prepare them for next phases of growth?
Preparing an Icon for Global Expansion
At Natura Brasil, which had recently acquired Aesop (and more recently The Body Shop), I worked on a top level mission across all of their 30+ brands together with a strategic team, CEO and Pentagram London. We used design-led principles to design a new brand architecture, value generation model and delivered new brand assets and detailed guidelines for the main elements: Logo, color, image, typography and tone of voice.
growth strategy Johnsons & Johnsons, Nivea, Dove
In a saturated marketplace how do we expand market share, when we know that smell alone can have a large influence on product purchasing decision?
The Power of the Local
I worked in the Brazilian market, where most people shower on average three and a half times a day, which made it a lucrative market for personal care brands. Many of these already established brands needed to redevelop their product offerings and olfactive profile to be relevant to the unique cultural demands of the Brazilian market. I led sensory workshops and developed detailed mappings of white space and olfactory profiles for brands to expand and tailor their product offering to suit local needs.