Soho House Group and Cowshed has turned to Pearlfisher to create the brand strategy, tone of voice, identity and packaging design for new launch Cheeky.
Launching in the UK this month, Cheeky will roll out across key global markets throughout 2013 and 2014. The new beauty brand for young, urban social butterflies following in the footsteps of the established Cowshed range, and is positioned as its new naughty little sister.
Pearlfisher senior strategist, Jenny Dean, said an understanding of the Cowshed brand was “key to this project", adding: “The opportunity for Cheeky was to create a world of playful indulgence that projects attitude and spark, and helps women to create their own unique, captivating beauty.”
Sarah Cattle, Pearlfisher creative director, commented: “The design and tone of voice we developed is modern and playful, bringing to life the naughty personality of the new Cheeky brand. The product range names are conversational with “Pimp my Plume” dry shampoo and “Kiss ‘n’ tell” lip and cheek tint. The packaging structures are an eclectic mix of paint tubes, paint pots and rollers creating retail theatre and a unique consumer experience.”
Additionally a flagship parlour has opened in London’s Redchurch Street, as well as in Shoreditch House’s Barbour & Parlour grooming space.