Procter & gamble
Overview
Making a Splash
Over the years, we’ve partnered with Procter & Gamble on several projects—revitalizing existing brands as well as helping them come up with new brands to fill gaps in the body care and hygiene markets. We’ve helped refresh brands like Sebastian, Aussie, and Camay; build body care brands for young audiences like OT and Kandoo; and create branding and packaging for wellness concepts like Spa Lore and Spa Joule.
Camay
Procter & Gamble wanted to reposition Camay for a wider international audience and develop new storytelling for the haircare brand as they expanded their products.
We focused on creating a globally attractive solution that could be tuned per market while staying visually consistent—this resulted in “The scent of a woman” positioning and storytelling, emphasizing the beauty and power of femininity that transcends cultural boundaries. We expanded this to visual portrayal on print, packaging, and marketing materials.
Our work was recognized in June of 2004 when we received P&G’s Eureka! Award, given in recognition for excellence in global design.
Strategy
Story
Marketing Materials
Messaging
Packaging
Print
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Camay has history in both the US and the European markets, particularly in the UK. P&G set out to build renewed brand equity in emerging international sectors with new product development in shower washes. Part of our challenge was to find the right index for marketing a new formulation. Working with Leo Burnett Beirut and GIRVIN’s group we wrote a story that we tested in all our markets, based on scent. GIRVIN’s team, with Burnett, helped to make this concept a global reality. And much of what we accomplished needed to rely heavily on packaging and merchandising. All of the in-store strategy and design work came from GIRVIN’s group. Our success was undeniable.”
Ted Keegan | global brand director
Kandoo
Procter & Gamble’s children’s brand kandoo aimed to make personal hygiene enjoyable and exciting for toddlers.
Our strategy centered around kandoo’s goal of creating compelling personal care products that children could relate to, could easily understand how to use properly, and that would make their time spent in the bathroom productive and fun. We designed packaging, print materials, and brand guidelines to further this end.
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ot
Procter & Gamble saw potential in the personal grooming market for tween boys; to launch a new brand for this new audience, they needed positioning, style, and personality to speak their language.
Our research landed us in a sports-minded positioning, and led us to create the brand name “OT”, short for “overtime”—then we developed a complete brand identity program around this position including a brand mark, packaging, product naming, and point of sale concepts.
Identity
Environmental
Naming
Aussie
Procter & Gamble wanted to grow the Aussie brand without losing its substantial loyal customer base—their objective was to improve the overall customer experience by clearly defining a richer, more relevant and compelling brand character by expanding the brand’s current strategic positioning and articulating key evolutions of the brand architecture, nomenclature system, and packaging.
First in our strategy was to refine the nomenclature system for the brand, and created names including: High and Mighty Gel, Take the Heat Styling Spray, Calm that Frizz! Styling Cream, and Knot Forgotten Detangler. We then applied these names to a refreshed packaging system that clarified products and lines for easier shopability.
“
Girvin’s new design of the Aussie package has played a critical role in the re-launch of the brand, creating significantly greater impact and presence in a cluttered retail environment.”
Christopher Keith | Aussie brand manager
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