AMZN PROPOSAL_V2S

Product Packaging

January 2018

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Case Study Index

4.3.2 4.3.1

Our Approach Design Services

4.3.19 Digital Design Approach

4.3.20 Digital Output

4.3.22 Strategy - Positioning 4.3.29 Packaging Development 4.3.30 Box Redesign Case Studies

4.3.31 Label Redesign

4.3.32 New Packaging Creation Cases

4.3.34 Structural

4.4

Editorial Services

4.5/4.6 Photography, Rendering & Illustration

4.8

Video

4.10 4.13

Licensing & Releasing

Cost & Efficiency Savings Cases

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4.3.1

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CREATIVE – CONSUMER AND RETAIL

JorgeNarvaez Exec.CreativeDirector, ConsumerandRetailExperience

CREATIVE – CONSUMER

CREATIVE – RETAIL

IMPLEMENTATION – CONSUMER

JackHinkel Exec.Director

JameyWagner Exec.CreativeDirector

RyanBrazelton Exec.CreativeDirector

Design Services Interbrand approaches each project with the ‘Core Four’ team, thus ensuring each expertise is represented for a project from start to finish. This includes at least one team member from the Client Service, Strategy, Design and Design Implementation departments. The Design, or Creative Service department, is led by an Executive Creative Director, who oversees the department and all projects. He is supported by a team of Creative Directors who are responsible for specific initiatives and serve as the lead creative with the clients. The Creative Directors are supported by a staff including Associate Creative Directors, Design Directors and Designers. The team is scaled to meet the needs for each project.

CONSUMER TEAM 1

CONSUMER TEAM 2

DIGITAL IMAGING

JeanCampbell Brand IdentityDirector

GregBobay Sr.Brand IdentityManager

ChuckMcKee Brand IdentityManager

JameyWagner CreativeDirector (Interim)

Shane Jallick CreativeDirector

KenKirby Digital ImagingManager ServesConsumerandRetailTeam

PaigeStitt ImplementationDesigner TheresaSeitz Sr. ImplementationDesigner ToriPuthoff Jr. ImplementationDesigner SamFranklin (off-site) Sr. ImplementationDesigner

KenHelmes Sr. ImplementationDesigner (IllustrationandPhotoshop)

StephanieMcCulloch AssociateCreativeDirector

ScottCunningham AssociateCreativeDirector &Copywriter

JeffTilford Sr.Photographer (Videographer) ServesConsumerandRetailTeam

AndyBriggs Sr. ImplementationDesigner

BrandiBreeden Jr. ImplementationDesigner

JodyBergman Sr. ImplementationDesigner

Ross Jacobs Sr.Designer (VideoEditor)

Jen Judd Sr.Designer

GageBurke Sr.Designer (VideoEditor)

KatePerez DesignDirector

KatieCarter Sr.Designer

ChrisGajus Designer (Illustrator,WebDesigner)

ClaireSchroyer Designer

MissyDonahoe PlanningDirector,PracticeLead

AshlieWilmetti Designer, InteriorDesign

AlisonClark Sr.Designer, InteriorDesign

SarahModerbacher-Thomas Designer, InteriorDesign

JamesBacon Sr.Designer,Graphic

RyanSlicer Sr.Designer,Environmental

AmandaHandermann Sr.Designer,Environmental

AshleyFloyd Sr.Designer,Environmental

BonnieDutton Designer, InteriorDesign

MariaTaske Designer, InteriorDesign

MichaelRoth Jr.Designer,Environmental

MeganSanderson Designer, InteriorDesign

HaleyKunka Designer,Graphic

AudreyFlores JrDesigner, InteriorDesign

MicheleMuslusky JrDesigner, InteriorDesign

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4.3.2

Our Approach

STEP 01

STEP 02

STEP 03

The Design team will execute any final design refinements based on the final client team feedback. Once this work is completed and approved, the design team will transition

The Design Implementation team will develop all secondary panels, place all hi-res final imagery (if required), etc. All translated copy (if required) to be provided by the client.

The Design Implementation team will complete two (2) rounds of refinements. (TBD: if client’s separation partner will place final directions and mandatory copy.) Final deliverable would include final artwork files released to client and vendor for review. Once approved, the team releases the files to the separator.

Interbrand has an 80+ year experience in adaptive design production. We have developed a seamless process from design to production.

This is a three-step design process between our Design and Design Implementation teams:

the work to the Design Implementation team.

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Supplemental Work

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Understand

Global Harmonization of an Upside-Down Rainbow

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Understand

Cheese Addiction: Delight in Every Bite

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Segmentation

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Change

Adaptive design and roll-out

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4.3.19 & 4.8 Digital Design Approach & Video

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OROS Go where you’ve never been

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P&G Professional

PGP Total Foodservice Solution We created the end-to-end proposition and selling tools allowing PGP to sell new Cascade Professional products into Full Service Restau- rants and Hotels, often in the form of full-service contracts, driving business growth for this $Billion global B2B business.

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4.3.20

Digital Output

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Understand

Google

Creating an engagement and experience platform for the Google community.

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Understand

Working with Google

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Co-creation led to quick turn development of the Brand Definition Model

And brand experience principles

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A visual identity that brings to life the brand proposition in a Googley way

A flexible system supports functional and inspirational experiences

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Digital Experiences - Google Food internal website & mobile

Digital Experiences - Foodback

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Digital Experiences - Café traffic tracker

Digital Experiences - Signs

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Digital Experiences - Table Tents

Digital Experiences - Fleet

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Apartments.com

Redefine the experience with a strategy, architecture and creative expression that connects information and analytics to an amazing consumer experience.

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Five key principles for our work

The mindset of our consumers

1. Focus on the consumer: Put the consumer front and center, building the positioning, visual identity and experience around them and their needs 2. Understand the importance of emotion: Balance professional grade information with an emotionally-driven brand and consumer experience 3. Stand out from the crowd: Move beyond “finding” to define a territory that is credible, relevant, and differentiated 4. Make it sticky: Create a brand and experience that makes consumers want to come back again and again 5. Stretch beyond the unit: Give consumers a sense of what it would be like to live in the community that surrounds their rental.

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Apartments.com Story

Apartments.com Customer Journey Brand Proposition

Opening the door to possibility.

Today, you take the first step. Sometimes with caution, sometimes with excitement.

Writing the next chapter in your journey onward.

That story begins here— the place where you can see the future you’ve imagined, all through the front door of your new apartment.

You’ll discover what’s possible, starting today.

Because you know whatever tomorrow brings, it’s full of opportunity.

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Awareness

Search

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Search

Search

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Search

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4.3.22 Strategy Positioning

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Understand

Doritos

Shifting the thinking of a snack giant. Doritos is one of the biggest brands in the Frito-Lay portfolio, achieving over $2 billion in US sales in 2013.

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Challenge

Change

The brand team needed guidance on how to grow existing sub-brands and where to place new innovations within their portfolio in order to guide the brand and maximize the impact and reach of Doritos in the snack category. Interbrand needed to establish the right architecture to organize the brand and sub-brands. Armed with insights from qualitative brand architecture research with Hyper-Lifers and Shopper Moms, Interbrand led an Innovation Framework Work Session at Frito Lay’s headquarters that included a multi-functional team from Frito Lay and Interbrand.

The Spark of Doritos

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Challenge

Change

As a result of the collaborative work session, Interbrand successfully led a fundamental shift in how the Doritos brand runs their business. We took the brand’s thinking to new places, making their innovation more fruitful, focused and strategic.

Lead concepts from the innovation framework session were put into

BASES testing, refined based on feedback, and presented at an Innovation Summit a few months later.

Concepts will be tested again prior to commercialization.

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Change

Topo-Chico We became brand archaeologists to recover and reinstate lost codes. Brand Promise and personality inspired a package design that honors heritage as a competitive advantage.

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The Background

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The character flows from the origin.

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4.3.29 Packaging Deployment

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Understand

Chandon

Bottling the Californian Summer Experience into a Limited Edition experience.

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Understand

Challenge

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Challenge

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Challenge

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Change

Change

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More than stationery

Moleskine The first ever Moleskine Cafe

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Design Principles

Clear Easy to navigate and understand Iconic A Signature place, not your usual coffee Living Always on, always different, always inspiring Linked Enter Milan, feel the world

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Success The iconic notebook brought to life as a coffee shop

Naming / Identity / Packaging / Store design

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4.3.30 Box Redesign Case Studies

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Understand

Donatos Pizza, Cool, Casual

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Challenge

Change

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Change

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Covidien Brand Positioning, Naming, Portfolio/Brand Architecture, Identity, Packaging and Implementation and Roll-Out.

Tyco Healthcare was made up of hundreds of disparate brands and required a complete transformation into a powerful, cohesive Masterbrand.

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4.3.31 Label Redesign Case Studies

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SunnyD

Clarifies their Beverage Brand to Radiate Unapologetic Fun.

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Dole

Differentiating Organics on the Crowded Shelf

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4.3.32 New Packaging Creation Cases

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French’s Structural Exploratory

Nonni & French’s

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Looking to the brand’s roots to build the future. To put the brand back on a growth track, the brand needed to be repositioned, and a new identity created to compete against power brands such as Starbucks, Peet’s, Gevalia, Folgers and Dunkin’. Green Mountain Coffee

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Challenge

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Kroger Milk

Let’s be daring and delightfully expressive

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4.3.34 Structural Design

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Louisville Slugger Leave your mark

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Puffs Soft Pack Put Your Best Face Forward

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4.4 Editorial Services

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Corona Driving growth through a new on-prem- ise experience.

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Woosh Boldly Branded

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4.5, 4.6 & 4.10 Photography,

Rendering, Illustration, Licensing & Releasing

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Photography Studio

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Kroger Baby We create and ensure high quality imagery for all projects across every department by the way of photography, retouching, digital illustration, print feasibility, licensing and releasing.

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Photography

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4.13 Cost & Efficiency Savings Cases

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Driving Value & Cost Savings

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Thank You! from your friends at

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