Design Language Strategy
A complete process of brand and consumer foundation, framing, research, design, workshops and tools to deliver a strategy that can be used to define product language for the oral-care range of products and communicate benefits and features to specific target consumers. 

The resulting strategy was integrated into a set of tools to communicate design within the organization. The toolkit enabled the design team to address a broad audience, from managers to researchers leading internal or external designers through the process of designing products specifically for the Oral Care Category and its consumers. 
Tze Lee
Lead Design
designed at ziba for P&G, USA 2009
Status: Internal roll-out
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