GREEN & SPRING by Pearlfisher London for GREEN & SPRING

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GREEN & SPRING

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Industry Cosmetics & beauty products, Makeup
Media Design & Branding
Market United Kingdom
Agency Pearlfisher London
Released June 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: A CURIOUS GROUP OF HOTELS
Product/Service: BEAUTY PRODUCTS
Agency: PEARLFISHER
Date of First Appearance: Jun 25 2009 12:00AM
Entrant Company: PEARLFISHER, London, UNITED KINGDOM
Creative Partner: Karen Welman (Pearlfisher)
Deputy Creative Director: Sarah Butler (Pearlfisher)
Account Director: Charlie Foster (Pearlfisher)
Planning Director: Tess Wicksteed (Pearlfisher)
Writer: Sylvie Saunders (Pearlfisher)
Realisation Manager: Tracy Sutton (Pearlfisher)
Senior Digital Artworker: Henry Preston (Pearlfisher)
Media placement: Bath And Body Range - Liberty Of London Department Store - 25/6/2009

Describe the challenges and key objectives
The key challenge was to use the design to work within the existing framework of the provenance of the product. The Green & Spring collection is a new, natural bath and body range of handmade products directly inspired by the idyllic English countryside and above all the spectacular C. Side Spa and Cowley Manor estate in the Cotswolds, Gloucestershire. By using the richness of the English countryside the design was tasked with creating a point of difference to enable Green & Spring to stand out from the plethora of premium/mass products that currently exist in this burgeoning market.

Describe the brief from the client
The brief was to work with A Curious Group of Hotels, which includes the famous Cowley Manor and its C.side Spa in the Cotswolds, UK to launch a new beauty range of handmade products inspired by the idyllic English countryside. The design needed to capture the magic and uniqueness of the product.

Describe how you arrived at the final design
The design focuses on nature and namely the birds that can be spotted within the British Isles. Something visually different within the category and something quite refined and beautiful. Each product is characterised by a British bird and segmented by individual colour palettes that are linked to the emotions associated with them. The 'Indulging' products are warming hues of reds, pinks and oranges, the 'Relaxing' products focus on softer more romantic shades such as purples and greys with the 'Revitalising' range engaging the senses with zesty yellows and greens. The front of pack copy highlights key ingredients and their benefits.

Give some indication of how successful the outcome was in the market
This range is still very new so data is still being compiled on its success, however the client comments, 'The bright, beautiful British birds balanced against the soft apothecary ingredients, accomplish this perfectly. The Green & Spring packaging is spot on and a big part of its great success.'