Johnson's Rebranding // Awards: El Ojo [ Silver_Design]

For over 135 years, Johnson&Johnson has been there for parents and babies with one of the largest portfolios on the market. But at the beginning of 2020, brands were losing investment and J&J's market share and brand power had decreased.

So instead of focusing on products individually, we started thinking about the consumer: what does this parent need right now? That's how Together, Step by Step was born: the first campaign ever to gather all J&J's baby brands to fit the parents' journey, every step of the way.


To achieve that, we've crafted a new design system unifying all brands. We began by unifying all color libraries into one single palette. Next, we decided to use Johnson's Baby proprietary typeface only.

Lastly, we used the drop icon from the logo as a starting point to develop a brand new identity. The illustrations allowed us to create infographics to explain the science behind every product. The possibilities were infinite. 


The results were outstanding: value share in the shampoo category, the most important for the brand, increased by 47,7%. Ad Recall also had a 10,3pp growth.

Parents find out that the same brand behind the most iconic shampoos is also the one that has the best diaper cream. Their purchase journey became much simpler. Now every moment of care is a Johnson's moment.


ECD: Saulo Rodrigues
Creative Directors: Rafael Freire, Bruno Ponzini
ACDs: Nayara Lima, Talita Cardozo
Copywriting: Babi Puttini, Eduarda Germano
Art Direction: Wander Tosta, Fernanda Leite, Patricia Collet

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