New matt coat for Pearl soap

Less glitzy and more 1990s was the brief for Pearlfisher on repositioning Cussons Pearl soap. The London group developed a new identity and pack design, introducing a more quality feel.

“Cussons wanted us to communicate the creaminess of the soap, like the Dove brand,” comments Pearlfisher partner and creative director Jonathan Ford.

To coincide with the new design, Cussons has swapped the glossy packaging material for a matt look, adding to a more quality feel, says Ford. The blue and pinks packs go on shelf this week.

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