Tide Latam
CONCEPTUAL PACKAGING & BRAND ARCHITECTURE
Client: Procter & Gamble. Mexico City.
Role: Creative direction, packaging design, team direction, brainstorming.
Skills: Conceptualization, brand strategy, graphic design, image beautification, client presentation.
Tide is a leading brand in Latin America, this initiative was developed with a large team of designers and strategists during my tenure as Creative director at Landor Associates. Also led creative workshops and executed design along the process.
Tide talks to a specific segment of people who are very practical but also talks to people who enjoy new experiences. Our brand strategy identified two conceptual platforms to approach this dual target, we developed concept boards with design principles that became a great tool during the packaging exploration.
One of the best aspects of this project was the opportunity to collaborate with various talented designers from Singapore, Cincinnati, and Paris at the same time. The initiative was originally made for powder bags, all liquid versions are my latest contribution to the design case.
