Downey Label Communication Strategy
Proctor and Gamble, the makers of Downey fabric softener, engaged Webb Scarlett to create a label imagery re-positioning document. The objective was to explore a shift in the label's imagery from evolutionary to revolutionary by incorporating more emotional and abstract elements, moving away from literal and functional representations.
For each proposed visual direction, we provided a written description accompanied by a mood board of visually related imagery. Additionally, we included a sketch illustrating how a label embodying the described qualities could appear.
To organize the visual directions, we titled and positioned them on a matrix. The X-axis measured the degree of literal/functional representation, while the Y-axis represented the spectrum from evolutionary to revolutionary.
Below, you will find the complete presentation, from cover to finish.
