Elsker Natural Protection

Designing Personal Care for Mom and Baby in China

The inspiration for the Elsker Natural Protection design came from the parallels between the maternal actions of plants and people. The design team wanted to trigger the unspoken relationship between nature and protection. By utilizing multiple layers in the main leaf graphic, the design hints at the gradual development of a person from childhood to maturity. These layers also suggest the protection that the products provide. The illustration style follows the category language of child-focused packaging, with a simple layout that clearly explains the differences between each product.

What sets the Elsker Natural Protection design apart is its emphasis on safety, reliability, and protection. The see-through element on the sides of the packaging speaks to these qualities, assuring consumers of the products' effectiveness. The design team wanted to create a range of personal care products for both mom and baby that not only conveyed the key benefits of each item but also resonated with the busy target market in China.

The technical specifications of the Elsker Natural Protection design include Winter Protective Cream (50g), Pliancy Shampoo (258ml), Herbal Moisturizing (120g), and Mother Hydrating Toner (50ml). These products were carefully designed to cater to the specific needs of moms and babies.

The Elsker Natural Protection design was created by the Interbrand Shanghai Consumer Brand Team in 2013. The team consisted of Executive Creative Director René Chen, Associate Design Director Yolanda Tang, Design Director Bono Yu, Designer Carol Shen, Senior Implementation Specialist Aaron Wan, Associate Client Director Oam Martin, Senior Client Executive Mike Chen, Client Manager Rachel Zhao, and Implementation Lu Jun.

One of the main challenges faced by the design team was to reinvigorate the Elsker brand for Johnson & Johnson while preserving its existing brand equities. They needed to create a more contemporary design that effectively communicated the key benefits of each product. By going beyond the normal category language through design, the team facilitated clearer product understanding for the busy target market in China.

The Elsker Natural Protection design received the Iron A' Design Award in 2014. This award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The design was praised for integrating industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.