Reimagining an icon
To develop a new visual brand identity system and packaging design for Imperial Leather, reconnecting with Imperial Leathers unrivalled heritage whilst feeling modern and relevant in a category increasingly dominated by high-end luxury offerings or novelty items.
Now more than ever we see consumers searching for accessible ways to enjoy a moment of indulgence. In a challenging economy, unstuffy luxury lovers are looking for brands and products that can offer them small moments of escape, a little treat for ‘me-time’. Imperial Leather offers unrivalled crafted fragrances and superior lather at a price point accessible for all. A true moment of everyday indulgence.
Imperial Leather is an iconic British brand, with a heritage that can be traced back to the 16th Century. Looking to Imperial Leathers impeccable heritage our challenge was to identity and respectfully amplify the brands core distinctive assets, to develop a visual identity to support the brands new positioning of Everyday Indulgence.
We wanted to give the iconic brand some room to breathe, working with the Imperial Leather team to bring a new level of timeless opulence to an existing visual identity that was becoming increasingly busy and hard to navigate.
Indulgence is not something we only want to experience once. We want to know the opportunity to treat ourselves or add a bit of luxury to our day can happen whenever we choose.
The saying goes that fashion fades but style is eternal. And we wanted the same for Imperial Leather. We needed to use the brands heritage in way that felt timeless. Bold but effortless. Its not about shouting the loudest, or emulating what’s ‘cool’. We wanted to deliver pure, unabashed indulgence that consumers can rely on time after time.
Our key challenge was to identify the most effective way to rejuvenate the brand whilst retaining category relevance. Interrogating the positioning of every-day indulgence, led us to create a timelessly opulent look and feel, ensuring Imperial Leather felt both fresh and iconic, premium and indulgent.
A newly crafted brand marque hero-ing PZ Cussons history combines with our semi-transparent premium structure, allowing us to showcase the brands indulgent formulas using luxurious finishes and detailing. A contemporary packaging architecture featuring our newly developed orbs gives the brand flexibility across different tiers, from everyday core to everyday premium. Me-time at its most opulent.