Watch the first Johnson & Johnson corporate branding campaign in A DECADE!

When I think of J&J the first product that comes to my mind is baby shampoo “No tears” or baby powder. But after a glance at the company I realized that it also operates in Pharmaceutical and Medical Devices and Diagnostics sectors. Why is that important? J&J has had a hard time in both those segments since 2009 and has dealt with a long list of product recalls and lawsuits.

While a brand can take a long time to create and refine, it can often take only minutes to destroy. Interesting, but despite all problems it is a fact that J&J stock is actually up 32% in the past year.

Even if the financial results have been doing well the brand image has been suffering continuously, and so a recovery strategy has been started. “For all you love” is their first image campaign in a decade. This is also the first global corporate campaign that company launches, which will continue indefinitely and will cost an estimated $20 million to $30 million. Michael Sneed, the company’s VP for global corporate affairs, shares that the campaign also wants to show that “We’ve made great strides in that and we want to make sure we have a full conversation about who J&J is. We’re not perfect but we want people to understand that when we do make mistakes, we own up to those mistakes and we want people to understand the values that are behind J&J.” 

The communication is created by TBWA LA, who works with J&J for the first time. Rob Schwartz, the global creative president of TBWA Worldwide shares that “The creative team at the agency was inspired by the credo of the company produced in 1943 that highlighted its responsibility to its consumers, employees, communities and stockholders.” 

Selizharovo- Info Canning

With the rising popularity of canned goods today, OTVETDESIGN Agency decided to let consumers know exactly what is the content in the jars of "Selizharovo" latest packaging project. On the label, there is everything you wanted to know about the product but did not dare to read! How many berries are in there? What is the percentage of peppers in a can? All the information is written accurately and honestly on the brand's infographic-like label, explaining to the most meticulous customer what stands behind this product line without having to read the ridiculously small font on the back of the can.

Fundación Anar "Only For Children"

Chocolates With Attitude

Designed by Danish firm Bessermachen Design Studio, "Chocolates With Attitude" is one big chocolate box with 12 smaller containers that represent various archetypes. For this limited edition created by Coca Luxury Chocolates, everything was developed from scratch where the different personalities are expressed through unique quotes, designs and type of chocolates each with a diverse and colorful use of typography which reflect the unique recipes.

Shoes are boring!

An important aspect on succesful Branding is to create a Brand that is different from others. Here a good example from Converse' "shoes are boring, wear sneakers!" campaign:

Launch of new Pepsi bottles

After 16 years Pepsi will be launching new redesigned bottles. What do you think?

Caramela Chocolate Boutique by Anagrama

Caramela is a chocolate boutique located in Monterrey, Mexico. This city differentiates historically for having an industrial golden era in the steel manufacturing. As part of the concept, Anagrama considered these historical values to inspire the brand to simulate a high-end handcrafted chocolate factory. 

The packaging design is inspired on industrial packaging systems. Anagrama used adhesive stickers and identification codes as part of the brand's language stylizing them with simple layouts and joyful colors.