Pack Peek
Cheeky new brand design for Pearlfisher
As part of a long-term relationship with Soho House Group and Cowshed, Pearlfisher created a new beauty brand, Cheeky, with a fresh identity and packaging design.
Pearlfisher Senior Strategist, Jenny Dean, commented, “The key to this project was understanding how the Cowshed brand, which is revered around the world for offering luxurious, relaxing and naturally indulgent spa experiences, could go from spa to salon and speak to a new generation of fun-loving young women. 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.”
Pearlfisher Creative Director, Sarah Cattle, 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.”