Philips Sonicare

Packaging the customer experience.

2014 Target exclusive product packaging designs. Designed by Danny Yi.

2014 Target exclusive product packaging designs. Designed by Danny Yi.

Patented Sonic Technology

In 2014, Koninklijke Philips N.V. released new brand guidelines company-wide. As part of the release, our team in Washington was tasked with exploring ways to showcase the new branding through a specific product lineup, 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. 


A visual study of our customer. Designed by Danny Yi.

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.

Personas were created to help us understand the different needs of our customers. Designed by Danny Yi.

Personas were created to help us understand the different needs of our customers. Designed by Danny Yi.

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.

Many design iterations were created and tested with our focus groups.

Designed by Danny Yi.

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.

3D box art designed by Danny Yi.

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.

Competitor comparison tests and analysis were conducted with our focus groups. Designed by Danny Yi.

Prior to Launch

Effective cross-collaboration between multiple teams allowed us to rollout fresh packaging designs featuring the new branding on time with minimal roadblocks.

.…And Beyond

Adhering to our design principles empowered us to showcase Philips’ new branding without losing loyal customers. Our laser focus on the customer allowed us to quickly launch new products with our updated branding, such as the Target-exclusive Series 2 and 3 toothbrushes, as well as the new AirFloss Pro, without missing a beat.