Kenvue Corporate
Brand Design

BRAND SYSTEM EXPANSION | BRAND GOVERNANCE | DESIGN REALIZATION | DESIGN SYSTEMIZATION | ART DIRECTION

In 2022, Johnson & Johnson announced their spin-off Kenvue as a standalone consumer health company. With the brand identity crafted by Wolf Olins, a unique opportunity emerged for the Kenvue Corporate Brand team. Within its busy first year, this team has worked diligently to establish brand systems and create a brand identity that supports the company's rapid global growth. This effort seamlessly blends brand governance and brand expansion, ensuring consistent brand recognition while evolving the system to meet the company's expanding needs.

01

Brand Expansion

A brand is a living, breathing entity that must continuously adapt to meet the evolving needs of its audiences. Through brand expansion, we ensure that the Kenvue brand system remains relevant and effective, evolving to best fit its dynamic requirements.

ART DIRECTION

Product Photography

The brief

As requested by leadership, we expanded the Kenvue product photography library to encompass all 15 Focus Brands, ensuring that each image prominently features the full product label for optimal brand recognition.

This approach continues the heroic and dramatic aesthetic established in the launch photos. By utilizing a lower camera angle, dramatic shadows, and high-key lighting, we’ve highlighted the most iconic shapes, forms, and distinctive colors of our brands, enhancing their visual impact and maintaining a cohesive brand identity.

Style influenced by the launch photography (Wolf Olins & Bobby Doherty)

American Academy of Dermatology Booth Design 2024

Art Direction

Modular Design System

Shelfie This solution leverages the modular design approach to create customizable compositions using the vast array of products in the Kenvue portfolio. By harnessing the iconic medicine cabinet imagery, this solution continues to build Kenvue's distinctive visual style.

Plinth This solution leverages the modular design approach to create bespoke product combinations, enabling users to implement Kenvue brand photography that fits their custom requests.

ART DIRECTION

Lifestyle Photography

The brief

Leadership requested an expansion of the Kenvue lifestyle photography system to enhance the quarterly earnings reports for investors, the most widely viewed document across the company.

The shoot will feature full product shots, products in use, showcase the diversity of Kenvue’s portfolio, highlight retail presence, and reflect our relationship with healthcare providers, aligning with our purpose of realizing the extraordinary power of everyday care.

Style influenced by the launch photography (Wolf Olins & Bobby Doherty)

brand expansion & STRATEGIC consultation

Kenvue Brand Shop

The brief

The Kenvue Brand Shop was developed to reflect the company's Purpose and Values through a human-centered design approach, ensuring excellence in execution. The project involved sourcing sustainable, high-quality items that are both accessible and inclusive.

The Corporate Brand Design team led the design and launch, creating a shop that fosters pride and belonging among employees while enhancing brand equity. The shop includes assets and guidance to ensure that all employees can access the merchandise, with ongoing monitoring, modification, and expansion of the collection to maintain relevance and impact.

Brand Governance

02

Brand governance and guidelines are essential for maintaining consistency and cohesion across all brand touchpoints. Comprehensive brand guidelines were created and made available to all Kenvue employees and engaged agencies to ensure that new expressions of the brand align with its core identity. This approach facilitates consistent and effective brand communication as the brand evolves and expands.

Design Realization

03

Design realization involves creating templates and design systems to ensure the Kenvue brand is accessible and maintains a cohesive brand experience. The oversight and development of these templates were managed and integrated into a globally accessible brand center portal, facilitating consistent implementation across all touchpoints.

Credits

Grateful to the talented creatives who collaborated with me on this work.

  • Photographer: Scott Choucino

    Digital technician: Liam Prior

    Lighting Assistant: Paul Bonning Tyers

    Photographer Assistant: Aiden Boden

    Head of Design: Ashley Stevens

    Creative Director: Wesley Lyne

    Art Director: Hannah O'Connell

    Senior Art Director: Laz Ioannou

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    Senior Producer: Nikki Broomfield

    Stylist: Ambra Castelli

    Stylist Assistant: Ella Fry

    -

    Retouching: Bhav Sonigra

    Production Studio: Arwec Studios

  • Photographer: Mari Juliano

    Digital technician: Celso Assuncão

    1st AC: Matt Ellis

    2nd AC: Asa Lory

    3rd AC: Nick Sgaglione

    Head of Design: Ashley Stevens

    Creative Director: Wesley Lyne

    Art Director: Hannah O'Connell

    Senior Creative Director: Anthony H Parkin

    Production Director: Malika Ra

    Production Manager: Antonina Smith

    Production Assistant: Alex Ingram

    Producer: Tim Kitchen

    Wardrobe Stylist: Sara Stuhl Wardrobe Assistant: Amit Gajwani Wardrobe Assistant: Talya Pennant

    HMU: Nevio Ragazzini

    HMU: Dawn Brocco

    Set Stylist & Props: Beth Pakradooni Prop Assistant: John Carchietta

    Prop Assistant & Driver: Matt Andersen Prop Assistant: Hoang Dinh

    Prop Assistant: Emily Shari

    Prop Assistant: Quin Nichols

  • Wesley Lyne - Senior Manager, Coporate Branding & Design

    Gerald Wicks

    Tunji Ogunoye

    Chioma Ibekwe

  • Identity created at Wolf Olins

    Product + Lifestyle photography Bobby Doherty

    Kenvue Sans font designed by Ryan Bugdennbugden.com/

    Cover image of 3D K by Wolf Olins

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