A rebrand for pharmaceutical and cosmetic make-up manufacturer Thomas Blake Cosmetic Creams has been created by Guerilla.
The new brand identity, which will launch in August, will be accompanied by a marketing strategy for the ‘Veil Cover Cream’ range, also being handled by the Newcastle marketing agency.
Having been developing in the early 50’s, the brand has recently found a resurgence in popularity with a more ‘cosmetic’ audience, being used to cover tattoos, while also gaining a large following amongst the transvestite community.
Geoff Foots, created director for Guerilla, explained that the Veil Cover Cream’s potential audience had broadened significantly and that it was being used by lots of different people for ‘very different’ reasons.
He continued to explain: “We needed to take an established, but niche, pharmaceutical brand and make it attractive to a much wider audience. The new Veil Cosmetic Camouflage brand identity communicates the Creams ‘cover-all’ properties with a simple typographic device that will help position Veil as a premium brand.”
The new branding will initially be rolled out across a range of packaging, an e-commerce website and international advertising campaign.