Tango and French consultancy De Faveri Prince have designed the identity, packaging and interiors for Pout, a cosmetics brand launching a flagship store in central London’s Covent Garden next month.
Both won the work following unpaid credentials pitches and agreed to work for “considerably reduced fees”, according to Pout founder Chantal Laren. The entire design spend is between £30 000 and £40 000, she says.
Tango pitched for the graphics work against marketing and branding consultancy The Farm. Laren refuses to disclose details of the four-way interiors pitch.
Pout will sell own-brand make-up as well as brands such as Glam, Pretty Pretty and Too Faced, for which it has exclusive distribution rights. Pout plans to offer on-the-spot makeovers and beauty treatments with trained make-up artists.
As well as teenagers, Pout is aimed at older women with greater spending power, who mix designer brands with mass market brands, “like Gucci meets Top Shop”, says Laren.
The brand’s “sexy, feminine and suggestive” values are reflected in the choice of product names, which include “love bite”, “date bait” and “lick my lolly”, says Tango creative director Glenn Harrison. He says the brand is “classic with a naughty twist”.
“A pink-and-blueberry colour palette and fishnet-stocking pattern brings the brand to life,” adds Harrison.
Tango has created signage and stationery as well as packaging and the logo. De Faveri Prince has created a website, www.pout.co.uk, which launches in June.