Johnson’s Baby brand extension in the toy category

Product packaging design

4 min readDec 10, 2019

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.

Product packaging


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!

Three segments of J&J


  • 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

  • Sincerity
  • Genuine
  • Family-oriented


Market segmentation

  • Parents above the poverty line
  • Pension earning and grandparents
  • Families in tier 1, 2 and 3 cities and rural area

Target customers

  • Parents of age 24–32

Product positioning

  • With statements like ‘Mothers choice’, ‘Like father, like child’, ‘Smooth skin, guaranteed’.
Brand Prism
Consumer age groups

4Ps of marketing


  • Gives smooth skin to babies
  • Protects baby from rashes
  • Twist and unlock
  • Different variants available


  • Medical stores, Fancy grocery stores
  • Wholesale —, WUZ group,
  • Retail outlets -Target, Walgreens, Walmart, Vons & Eversave


  • Johnson’s powder ranges from Rs 25 to 250 on sizes from 50g to 700g


  • Print
  • Electronic
  • Digital media
  • Discounts
  • Ad campaigns



  • Achieved economic scale and strength
  • Global presence (275 subsidiary companies, operation in 60+ countries)
  • Used by adults extensively
  • Effective advertisement and distribution channel
  • Excellent product portfolio


  • Its key product demand is sinking
  • Lost customers trust after news of not being safe for kids.
  • Limited presence in the rural market
  • No more a trusted brand


  • Can increase market share by strategic product/brand extension
  • Tie-ups with schools and playhouses


  • Strong global competitors that provide a substitute in lower prices
  • Competition from local players
  • Hit to its reputation and reliance

J&J launched babycenter LLC in 1997: and, onlines sites for expectant mothers and new parents.

Johnson’s toy: Brand extension

Competitors packaging study
Logo study
Brand visual identity and tagline
Colour palette
Deconstructing toys
Creative for brand launch