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Pacific 2.0 Review July 21, 2011


Liners & Tampons brief The Challenge Develop a package design for liners and tampons to align with total brand packaging refresh and design language, while ensuring enough differentiation from pads. Liners Building off the recent redesign for Primavera liners, adapt the liners packaging to reflect Pacific 2 New logo on all option Clearly differentiate from pads Tampons refresh existing tampons packaging design to align with new Pacific 2 clearly differentiate from pads.


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Value communication brief Explore alternative shapes, placement and font of violator to current Explore promenient count communication


Value Message - Potential Angles Bulk size i.e. what is inside me?

Saving money i.e. economy

Value

Convenience i.e. long lasting Gift

Equity building I want it in my bathroom


Pros Continuity and strong standout on shelf. Ownable to Naturella Cons Lack of sense of newness. Is Economy the right message?


Pros Sense of lightness in line with our VisId. Helps further skin care message Cons Less standout on shelf


Pros Sense of radiance and lightness in line with our VisId. Shape language in line with architecture Cons May lose standout on shelf


Pros Sense of lightness in line with our VisId Cons Dominates the logo. Feels disconnected


Pros Sense of lightness in line with our VisId Cons Less standout on shelf


Pros Communicates the bulk size in a simple way Cons Less standout on shelf


Where could Naturella play? Bulk size i.e. what is inside me?

Saving money i.e. economy

Value

Equity building I want it in my bathroom


Appendix


Eye tracking debrief

naure  

document as a test

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