Ethos Brand Design applies a makeover to Vivalis

Constance Carroll Cosmetics, the global budget cosmetic and perfumery company, is relaunching with a corporate identity designed by Ethos Brand Design.

The Lancashire company, which has a number of ranges under its Constance Carroll, Collection 2000 and MeMeMe brands, has changed its name to Vivalis. Part of the intention is to create greater differentiation between the Vivalis brands, says Babu Datta, design director at Ethos Brand Design.

The consultancy was appointed to the project 15 months ago following a credentials pitch and recommendation.

The Vivalis identity will be used primarily to brand corporate collateral such as annual reports and stationery, but it will also be applied as a sign-off across packaging on some of the company’s product ranges.

Datta, who has been overseeing the project, says the work involved a ‘complex’ name generation process. He says that the identity and word Vivalis were conceived to give a feeling of vitality. ‘It provides the sense of an innovative beauty company and it is also quite fresh,’ he says.

Constance Carroll is owned by Irish company IWP International and each year it distributes more than 100 million cosmetic, toiletry and perfumery products to over 94 countries throughout the world.

The company was set up in 1980 to produce discount lines for market stalls.