P&G Azerbaijan — multi-format retail design across Oral-B, Gillette, Pampers and others

Starting point

Procter & Gamble runs a deep retail portfolio across Azerbaijan and neighbouring Georgia: Oral-B, blend-a-med, Gillette (Venus, Sensor 3+, Mach 3, Skinguard, Fusion 5), Pampers, Always, Ariel, Pantene, Fairy, Head & Shoulders, Herbal Essences. Each brand carries global rules, but local readability and local partnerships are required — Azerbaijani football club tie-ins with Neftçi PFK and Sumqayıt FK are good examples.

Decisions

One local adapter: respect each brand's global visual system and locate it inside the local context. For Oral-B that meant Neftçi/Sumqayıt co-branded pack visuals and retail stands; for Gillette Venus the local Azerbaijani campaign "Tək hərəkətdə möhtəşəm və uzunmüddətli hamarlıq"; for Herbal Essences a local rose-essence headline. POS stands follow global composition but apply local light, local language and local promo math. Composite visuals for local promotions like the fursetyaninda.com platform's Toyota Highlander lottery.

Execution

Dinar worked inside the daily retail-design flow: stand mockups, pack promo overlays, poster versions, social-media frames, vehicle wraps. Each brand kept its global rule base; the local partnership cues (football club marks, athlete endorsement) sat inside the system's internal acoustics.

"A global rulebook doesn't replace local readability — building it is the designer's job. Local partnership lives inside the system's acoustics."
— Dinar Ömərov

Outcome

P&G's portfolio runs under one stand rule across Baku and regional retail; global rules stay intact while local partnership cues are visible. Lottery, club co-branded packs and SMM campaigns are produced inside the same flow.