Sara Lee Courtaulds launches revamped packaging across its entire Pretty Polly hosiery range next week, designed by Dew Gibbons, to give the brand a more youthful, fashion-led positioning.
The work is the culmination of an eight-month project by the group, which was appointed following a three-way pitch in November last year. Its work encompasses a redrawn logo and logotype, brand guidelines, trade collateral and point-of-sale material, in addition to the packaging revamp.
According to Dew Gibbons joint creative director Shaun Dew, the brand had started to ‘merge’ with Sara Lee Courtaulds’ other hosiery brand, Aristoc, and the group was briefed to create a ‘distinct and different’ brand personality which targets a younger, 18- to 30-year-old audience.
We wanted to give it a fun-loving, sexy, colourful personality,’ she says, ‘[akin to] Topshop rather than Jigsaw’.
‘Our ambition is to position it as a fashion brand. We looked at peer group brands and identified photography as a key factor,’ Dew adds.
The group has created a photographic style inspired by fashion editorial, she says, and chose the fashion photographer Andrew Dunn to do the work.
‘The photography features girls doing things that girls do in a natural, realistic way, not hosiery models. No one is using that kind of photographic style [in the hosiery sector], the category is stuck in the doldrums,’ Dew says.
Creating synergy between the brand’s supermarket and department store packaging was also an important consideration.