Johnson’s Baby brand extension in the toy category

Product packaging design

4 min readDec 10, 2019

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Project brief

To choose a brand, study the brand identity, philosophy, language and sphere of operation and carefully decide on a new product vertical for brand extension.

Scope of the project

Brand identity
Product packaging design

The brand chosen for this project is Johnson's baby and the proposal is to extend the brand in the toy category.

Introduction

Johnson & Johnson is the largest and most broadly-based healthcare company in the world. They are a team of 134,000 people at 260 companies in more than 60 countries across the world.

Founded in 1893 with baby powder, Johnsons is dedicated for more than 125 years now across the globe to provide mothers with safe, clinically proven mild, and 100% gentle baby care products. It believes in the immense, transformative power of gentle in the world.

The New Johnson’s® is going above and beyond the bottle to continue to raise the bar in Baby Care. They make consumers feel confident with their innovations and standards of products are more than skin deep!

Mission

To create the gentlest baby products in the world.
To bring a healthy vision to everyone, everywhere, every day
To lead the world in quality, customer experience, innovation, and growth.

Reasons that made the brand acquire customers

No other brand was able to gain the trust of the mothers.
Wipro tried with Wipro baby but could not make a significant impact
J&J brought out many variants of the soap with different ingredients and scents.

Brand Personality