Luxury cosmetics company Molton Brown is launching its new brand positioning by Conran Design Group, creating a united design for all of the product’s communications.
The work focuses around a series of images which feature different travel destinations, such as relaxing or urban, to promote Molton Brown’s global expansion.
Images include lakes and urban visuals such as tower blocks next to a lake and the words ‘intensify your imagination’.
Molton Brown has never been involved in above-the-line advertising and CDG’s work aims to give the brand a new look and feel that stands out in the cosmetics sector.
Richard Stayte, design director at CDG, says, ‘We have been working on the brand, which is extending globally. In terms of positioning, we want it to be more aspirational, with a series of images about travel.
‘We are not trying to be something for everybody, but trying to show it as something that can be bought as a reward. In-store brand campaigns and its products are its advertising, so it needed a new look and feel.’
The images will feature behind the cash desks at each Molton Brown store and on brochures and promotional communications.
CDG was appointed after a three-way pitch in November 2006 (DW 9 November 2006).