JOHN FRIEDA / Shopper Guidelines & POS
To make the new above the line John Frieda brand work at a shopper level the communication hierarchy, language and design had to be considered for all touchpoints.
With the John Frieda product range being so vast, this project was approached from a strategic point of view. The communications where designed from 2 points of view: Range level and Product level to give clarity and ease of shop for the customer. The solution had to be something that would work consistently across the whole John Frieda portfolio bringing each of the sub brands into line with the master brand.
Once the rules where established for Frizz Ease (their key brand) a guidelines document was produced and then applied across all other John Frieda brands.
Worked across: Message Hierarchy / Language / POS / Guidelines