The Partners in the O zone

Sexy, stylish, confident, sophisticated and cosmopolitan. Sounds like one of those Cosmopolitan magazine lists defining the modern woman.

It’s actually a list of core values for Swedish direct-sales cosmetic brand Oriflame, which is aimed primarily at the modern woman.

Appointed to reposition and strengthen the Oriflame brand, The Partners first defined the target market as Swedish chic and then evolved the existing identity system.

Oriflame hopes the exercise will help establish it as the direct-sales sector leader. It currently plays second fiddle to Avon.

‘Originally, the identity had one logotype in script, one in block capitals and a logo device. No one knew the rationale of using one rather than the other and it sent out confused messages. We have introduced one standard, flexible logo, of which the O can be used separately to reinforce the branding,’ says The Partners marketing manager Stephanie Brown.

The scheme allows for different tones of voice to cover a broad range of applications from annual reports to teenage products, adds Brown.

The identity will initially roll out in October to catalogues, product packaging, advertising, corporate communications, distributor communications and stationery.

In the longer term, the identity design could be incorporated in a range of merchandise. The Partners has presented Oriflame with an example of how this might work – a silver ring in the form of the letter O, for Oriflame.

Design: The Partners

Client: Oriflame