GAVISCON GLOBAL PLAYBOOK

POSM

JANUARY 2021

  • DIEGO AZEVEDO - LAYOUT2

    Brand equities extracted from the global brad book.

  • DIEGO AZEVEDO - GAVISCON_SKETCH_LAYOUT

    First design explorations utilizing Gaviscon's brand equities.

  • DIEGO AZEVEDO - LAYOUT1

    How the brand equities are translated into shapes and forms.

  • DIEGO AZEVEDO - FSU1

    FREE STANDING UNIT

  • DIEGO AZEVEDO - RB-0013-FSU_PHARM-RIGHT GREY ISO-210314

    FSU - DRUGSTORE APPLICATION

  • DIEGO AZEVEDO - BR-0016-BOC_UNIT-CAMERA01 201018

    BACK OF COUNTER - PHARMACY APPLICATION

  • DIEGO AZEVEDO - RB-0013-CHECKPOINT STAND_HYPERS- RIGHT GREY ISO-210316

    CHECKSTAND - HYPERS & SUPER APPLICATION

  • DIEGO AZEVEDO - RB-0013-MAINSHELF_HYPERS- RIGHT ISO-210316

    PRIMARY SHELF - HYPERS & SUPER APPLICATION

  • DIEGO AZEVEDO - RB-0013-MAINSHELF_PHARM-DBL STR RIGHT ISO-210312

    PRIMARY SHELF - DRUGSTORE APPLICATION

  • DIEGO AZEVEDO - RB-0013-MAINSHELF_PHARM-FRONT ISO-210312

    PRIMARY SHELF - DRUGSTORE APPLICATION

  • DIEGO AZEVEDO - RB-0013-EDU SHELF TRAY_PHARM-RIGHT PULL OPEN ISO-210314

    EDUCATIONAL SHELF TRAY - PHARMACY APPLICATION

  • DIEGO AZEVEDO - RB-0013-XMERCH_WHITE_B-CAMERA02 200928

    CROSS MERCHANDISING - CONVENIENCE STORE

  • DIEGO AZEVEDO - DBL IN-STORE PhysCamera001

    CHECKOUT UNIT - HYPERS & SUPERS

GAVISCON GLOBAL PLAYBOOK

OBJECTIVE.
To design the new 2021 Gaviscon global range of POSM units to be implemented at the brand's major  trade channels touchpoints, based on principles and guidelines developed for the New Gaviscon Global Playbook, driving consistency and one way of selling its products. 

APPROACH.
Deep dive into the brand world and recognition of the key brand elements that makes Gaviscon recognizable by the shoppers/consumers. Understanding the behaviors and decision journeys of the targeted shoppers to intercept them with the right message, on the right platforms at the right time. 

THE SOLUTION.
POSM units with consistent brand guidelines applied and governed by 4 key principles: brand visualization and recognition in all aspects of the design, short and relevant CTAS, Impactful key visuals with emotional and functional benefits and Masterbrand correct signoffs. 

CREDITS.
Designed and executed while I was working at Dass Inc. in collaboration with the design team.