ALYSON KAYNE
DESIGN DIRECTOR
CHICAGO
NEW INNOVATION
DOG PADS
The Client: Kimberly Clark
The Challenge: Create a line extension for the Scott brand outside of their core family care product line that could work beyond just one new product innovation
The Solve: The team workshopped multiple different packaging concepts and layouts to explore what front of pack layout and imagery would work for Scott’s entrance into the pet category. After doing a category audit for claims, colors, and photography, the team decided on a route that felt the most warm and homey. We had to consider how the design system would work for a lower tier and a premium tier that did not have much of a visual or benefit difference. Many different claim iterations were considered and the packs were ultimately consumer tested to choose which direction resonated the most.
Once the design layout and graphics were tested, the team workshopped the all-panel layouts to finish telling the story of this new offering on the sides of the pack. The adaptation process included photography retouching and render creation while considering multiple different pack widths, Canada regulatory, and printing constraints.
- Front of pack concepting
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Messaging
- Consumer testing
- Retouching
- 3D renders
- Size adaptation
- Production