Jo Loves branding, by Pearlfisher

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British fragrance brand Jo Loves has undergone a rebrand, with the aim of appearing more “subtle and sophisticated”.

The perfume brand, founded by Jo Malone, was originally a self-named venture, until it was rebranded as Jo Loves in 2011.

The branding, which was previously predominantly red, has now been refreshed by Pearlfisher, with a “calming” white colour palette that has “striking hints of red”, the consultancy says.

This includes a single red dot, seen as “Jo Malone’s creative signature and seal of approval”, Pearlfisher adds.

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