Designing FMCG
Designing FMCG for large corporations like Allied Domecq, P&G and Unilever.
Proctor & Gamble and Allied Domecq were big clients for PSD Associates / Fitch and Unilever was a huge client for Seymourpowell. During my time at these agencies, I had the opportunity to work for many brands under these companies. FMCG's are an interesting category of product that come with a unique set of design and production challenges, some of the projects I was involved with are illustrated here .
Prior to the Icon2 project which delivered the current Axe/Lynx deo can, I was heavily involved in project Godfather which was the original project to replace the last design (Neutron). For various reasons this project was cancelled. My involvement in the design of the Icon2 can began with helping to design and visualise concepts for the pitch presentation. After winning the pitch, 3 routes were selected for development culminating in the selection of Icon2 (the square to round design). Our internal engineers developed the initial mechanism which allows the rotating lid to reveal the trigger. The task of refining the design for mass production fell to DCA while ensuring the can shape was achievable was the task of Unilever's internal team.Our job was to ensure the original design intent was maintined while trying to overcome manufacturing and production line issues.
