Tree® for JohnsonDiversey | This is Splendid Industrial Leisure & Entertainments™

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Project: brand and identity for instore loyalty card
Client: JohnsonDiversey
Agency: Milton Bayer Creative

How do you make a plastic bottle full of industrial cleaning chemicals attractive to the consumer? That was the question asked and the natural response was a loyalty card scheme. Next up, the physical form of the product – make it look nice and the customer would be more likely to keep it and hopefully use it.

The brand name and natural imagery aimed to steer the attention away from thoughts of ambiguous chemicals and signify something fresh, clean and friendly.
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Image key:

01: card option 1
02: card option 2
03: card delivery letter
04: promotional items
05: poster concept