Altrincham agency Brandon has partnered with PZ Cussons to create a new visual identity and packaging design for its well-established Imperial Leather soap brand.
Brandon notes that in the current challenging economic climate, Imperial Leather’s positioning as a product that offers a hint of luxury, but without the luxury price tag, gives it a unique appeal in a category dominated by either “high-priced luxury fragrance offerings, or lower priced novelty products.”
Simon Ellis, client service director at Brandon, said: “Imperial Leather is an iconic British brand, with a heritage that can be traced back over 100 years. Our challenge was to identify and respectfully amplify the brand’s core distinctive assets, to develop a visual identity to support the brand’s new positioning of ‘Everyday Indulgence.’”
Kath Knowles, design director at Brandon, added: “In order to land on a successful and resonant direction for the brand it was agreed we needed to modernise and reconnect to Imperial Leather’s enviable and iconic heritage. Our key challenge was to identify the most effective way to rejuvenate the brand in a way that felt relevant for the category. After further interrogating the positioning, we were able to build a timelessly opulent visual identity, ensuring Imperial Leather felt both fresh and iconic.”
The new identity features semi-transparent labels showcasing the brands new formulas and new contemporary packaging featuring orbs and abstract fragrance imagery.
Megan Harrison, UK marketing director at PZ Cussons, said: “We’re really excited by the new Imperial Leather visual brand identity and to be able to offer consumers little moments of everyday indulgence. Brandon was able to identify our most iconic assets and create new distinctions on pack, delivering opulence and indulgence across the portfolio.”
