PB Creative cleans up with new brand identity for Imperial Leather’s Foamburst
2019-07-04
From:Packaging News
PB Creative has refreshed the branding and packaging for Imperial Leather Foamburst.
The gel-to-foam formula has been replicated by rivals over the last 20 years, so Imperial Leather tasked the London design agency to celebrate Foamburst’s formula, and give it a contemporary look and feel.
Central to PB Creative’s strategic approach was to communicate Foamburst’s fragrance and transformative nature on pack.
The background colour of each canister graduates from rich at the base, representing the gel, to shimmering white at the top, depicting the foam.
The Foamburst brandmark progresses from light to bold, amplifying the transformational messaging, and bold pack claims reinforce that this is a truly lavish, rich product.
A new brand ‘lock-up’ made up of a vertical black panel housing the brandmark and ‘Bursting with Fragrance’ brand message has been devised to ensure that the range can flex, grow and tier-up without losing cohesion. Using metallics and changing Imperial Leather’s iconic red flag to silver for the first time gives Foamburst primary-brand status and the everyday-luxury look that it deserves.
Pete Hayes, managing partner, PB Creative, said: “Foamburst is all about fragrant ingredients and a sense of abundance and luxury, but this had become a lost on the more regressive black canister that preceded our rebrand. Our approach has created strong, premium brand-blocking on shelf in a way that complements the expressive and vibrant product proposition.”
Caroline Reynolds, Global Head of Brand, Imperial Leather, added: “PB Creative has reawakened this iconic product and now there’s no mistaking that it’s all about a unique, luxurious, sensorial showering experience. We’re looking forward to cementing our position with consumers new and old and seeing the brand thrive as we develop it further with the new brand lock-up at its heart.”
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