discoverThe issue – P&G developed fine fragrance variants for a new Downy Parfum Collection – Mystique and Innocence. They would add fresh new scent ideas to Downy’s current AAIK line-up, increasing the brand’s profile and establishing it as a leader in the fabric and home care category.

developOur solution – The Downy Parfum Collection of Mystique and Innocence is aimed at delighting the professional, progressive woman who seeks indulgent scent experiences. We drew on the colours and finishings of fine fragrance packaging for this new premium collection. We also helped raise the collection’s profile via a unique sensorial FMOT experiences inspired by the fine fragrance model.

deliverSustainable impact – The Downy Parfum Collection of Mystique and Innocence launched in Korea to stellar media coverage featuring some of the country’s biggest celebrities. Mystique was subsequently launched in other Asian markets.

Riding on the success of “Downy Perfume Everyday” and the new Perfume Microcapsule (PMC) technology, P&G went on to create new premium variants for its markets in Asia, Australia, India and Korea (AAIK).

Downy Parfum Collection

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Brand Architects TM

Partners of Sterling GroupNew York, Los Angeles & San Francisco

Building iconic brands through sustainable impact

Downy, the leading brand in the fabric and home care category of Procter & Gamble (P&G), was launched in Asia in the early 1990s. In Asia we have been the lead brand design agency in for Downy since 2006.

discoverThe issue - P&G wanted to communicate Perfume Microcapsule (PMC), a breakthrough product innovation. PMC technology deposits microscopic perfume capsules onto fabric that are activated and released throughout the day by the movement of the wearer. The friction-released, long-lasting perfume would reinforce Downy’s position as the perfume innovator in fabric care in Asia.

developOur solution - First we created an icon to represent the new PMC technology. We then defined the difference between the premium and base variants. Visual assets followed to communicate the aspirational qualities of the premium range along with a packaging system for key variants. Finally we revitalized the brand identity to global standards.

deliverSustainable Impact - Our design strategy built greater consistency of the brand with the US market while increasing its relevance to the Asian region with this unusual and captivating design. As a result, we were appointed to conduct a regional review of the Downy brand across the entire portfolio.

Downy

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www.bonseydesign.com

Brand Architects TM

Partners of Sterling GroupNew York, Los Angeles & San Francisco

Building iconic brands through sustainable impact

P&G has grown to be the world’s largest and most renowned consumer goods company; a reference point for the world of marketing and branding. Tide, with its 60 year heritage, has developed into the Philippine’s leading mass-market detergent brand and is growing rapidly in India.

discoverThe issue – Differentiation. The popularity of Tide and enthusiastic brand expansion by P&G created multiple variants that lacked differentiation as they proliferated. Brand equity was eroding as the individual value proposition became unclear. Worse, Tide faces an increasingly competitive market, led by Unilever’s Surf.

developOur solution – We built a comprehensive brand architecture to address the different tiers and variants, developing a clear packaging identity system to better manage future line extensions and variants. We strengthened the Tide visual assets and created a brand guide to manage both on and off pack communications.

deliverSustainable Impact – The first scent variant in detergents was introduced in India through a line extension and a new concept scrubber bar created a market first in the Philippines. The clarity of the differentiated value proposition has reinforced Tide’s position as the leading mass-market detergent brand in the region.

Tide

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www.bonseydesign.com

Brand Architects TM

Partners of Sterling GroupNew York, Los Angeles & San Francisco

Building iconic brands through sustainable impact

discoverThe issue – As individual brands, there have been several brand challenges facing Ariel and Dynamo over the last five years. Some of the more critical challenges included brand alignment, redefining the brands’ architecture, communicating product innovations, developing a new product format while articulating a co-branding strategy with a leading P&G brand in the personal care category.

developOur solution – To resolve these strategic issues, we began by developing a brand guide to help inform and focus our design strategy, extending it into an identity system across all packaging SKUs to enhance the core visual assets of each brand. The result was stronger value propositions for both brands in terms of clearer functionality, premium line extensions, enhanced benefits and greater efficacy.

deliverSustainable impact – The Ariel and Dynamo brands have continued to exceed expectations in their category with consistent double digit annual growth and improved market share. Our relationship with P&G has also grown from strength to strength.

Procter & Gamble’s fabric and home care category accounts for 29% of sales or US$23.3 billion dollars in 2010. Since 2006 we have worked with P&G across the region, designing Ariel for Philippines and India, and Dynamo for Vietnam, Singapore and Malaysia.

Ariel and Dynamo

Brand StrategyScreen & InternetPrint & LiteratureRetail & SignageNamingPackagingIdentity

www.bonseydesign.com

Brand Architects TM

Partners of Sterling GroupNew York, Los Angeles & San Francisco

Building iconic brands through sustainable impact