Jo Malone MBE's fragrance collection Jo Loves gets new brand identity
Jo Malone MBE's fragrance brand Jo Loves has undergone a rebrand to define a more luxury positioning in the crowded perfume category.
Jo Loves launched in 2011 following Malone's exist from the Jo Malone London brand in 2006. Following the opening of the first Jo Loves store in 2013, and the recent launch of her first product innovation, Malone wanted a new look that instantly defined the luxury positioning of the brand whilst incorporating her personal design style.
Pearlfisher was tasked with the work and designed a palette of white textures complemented by hints of red including the single red dot – Malone's creative signature.
Jonathan Ford, Pearlfisher founding partner and chief creative officer, said the brand was in the unusual position of going from "icon to challenger" in the fragrance category.
"Jo wanted her branding to stand out within the luxury goods category and reflect her creative artistry and fascination with scent," he explained. "The new design had to encompass Jo’s personal values, her passion for fragrance and her creative vision whilst delivering the luxury experience so eponymous with the Jo Loves product collection.
"As we spent more and more time with Jo, we were fascinated to learn that each fragrance is so carefully crafted that it can often take her anywhere between two or three years to perfect, before receiving a single red dot...From that moment, we knew exactly how to translate her story into a luxurious, timeless and tactile new identity across all touch points.