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Cheeky

by Diane Lindquist on 11/22/2013 | 2 Minute Read

Editorial photograph

Pearlfisher London designs Cowshed’s new naughty little sister, Cheeky! As part of a long-term relationship with Soho House Group and Cowshed, Pearlfisher has  created Cheeky – a new total beauty brand that brings products and experiences together  to complement the lifestyle of young, urban social butterflies. The work spans brand  strategy, tone of voice, identity and packaging design. 

“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.”  

- Jenny Dean, Senior Strategist, Pearlfisher.

 

 

 

 

“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.”

Sarah Cattle, Creative Director, Pearlfisher.

"The new brand and packaging launched in the UK in November 2013 and will be rolling out across key global markets throughout 2013 and 2014. The Cheeky flagship parlour has opened its doors on Redchurch Street, London as well as in Shoreditch House’s Barbour & Parlour grooming space where hotel guests and members can indulge in a unique Cheeky experience."

Designed by Pearlfisher, London, UK

Founding Partner & Chief Creative Officer: Karen Welman, Pearlfisher. Creative Director: Sarah Cattle, Pearlfisher. Design Director: Poppy Stedman, Pearlfisher. Head of Words: Sylvie Saunders, Pearlfisher. Senior Strategist: Jenny Dean, Pearlfisher.

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