Calpol, whilst leading the market with its core purple 2month + suspension, had a lack of brand blocking and shelf standout on its extended range. The challenge was to create a brand identity that could carry over the rest of the range, whilst adhering to strict medicinal legalities. By overhauling the brand lock up, it created an instantly recognisable and larger brand recall, offering the same assurance on the extended range, as it did on the core.

We also extended the wipes category out of purely babies to into newborns and as shown below the toddler range with clearly defined usage occasions and bright character development.