BAND-AID
BRAND ARCHITECTURE, PACKAGING, NAMING STRATEGY & SYSTEM
ASSIGNMENT:
CLIENT:
BAND-AID
BAND-AID®, the world’s most iconic wound care brand, needed to modernize its brand foundation to stay relevant with today’s consumers while maintaining over 100 years of trust and clinical credibility. The challenge was creating a fresh, emotionally resonant story that reinforced leadership in a crowded, commoditized category.
Through extensive qualitative and quantitative research, we uncovered that BAND-AID® is more than a product—it’s a symbol of care, comfort, and resilience.
Our work included:
Brand Messaging: Developed a new brand idea centered on transforming moments of vulnerability into moments of strength.
Consumer Insight: Revealed that BAND-AID® represents protection, love, and confidence for families in everyday life.
Brand Character: Positioned BAND-AID® as a trusted icon and dependable friend—blending scientific authority with emotional warmth.
Proof Points: Reinforced leadership with high-quality adhesion, unmatched comfort, and superior healing outcomes backed by decades of clinical expertise.
Brand Architecture: Built a clear, actionable foundation to guide future campaigns, innovation, and storytelling.
PROBLEM
SOLUTION
- Reinforced BAND-AID® as the global leader in wound care, trusted by professionals and beloved by consumers.
- Strengthened emotional connection and brand relevance for new generations.
- Delivered a durable, insight-driven platform for marketing, product innovation, and long-term brand storytelling.
RESULTS
