Philips Sonicare

Challenge 

Apply the company’s new branding to an existing product lineup without alienating existing customers.

Cocreating with the customer

In order to seamlessly transition to new branding without losing customers, we committed to a human-centered approach, Cocreate.

OUTCOME

The design process allowed us understand our Philips Sonicare customers, identify opportunities, and test designs created based on customer feedback before fully executing the new brand. 

Discover

We first conducted comprehensive tests of our existing packaging design with multiple focus groups. Through in-person interviews and online surveys, we honed in on the underlying reasons why customers wanted to use or already used a Philips Sonicare toothbrush.

Frame

One of the challenges we faced was how to apply the new branding while clearly communicating to loyal customers that the updated packaging still contained the same, much-loved Philips Sonicare product.

Ideate

This phase involved close collaboration with our focus groups. As we gained a better understanding of our customers through the data that we received from our qualitative and quantitative analyses, we were able to create more refined designs.

Build

After we converged on the right ideas, we presented fresh packaging designs to the same focus groups we worked with in the Discover phase. By coming full circle with our focus groups, we were able to identify the specific elements that resonated with our customers and fine-tune our packaging.