CPB takes soft soap approach

Cussons’ soap brand Imperial Leather has a new brand extension with identity and packaging by Coley Porter Bell. Imperial Leather Extra Care is positioned as a premium moisturising bar for families.

CPB director Jill Marshall says the brand identity uses the Imperial Leather heritage with a new and `distinctive’ purple script to create a softer look.

`Our research showed that the Imperial Leather name should remain the central proposition, but that a softer approach to the Extra Care element, using warmer colours and a more elegant script, would communicate the moisturising and caring benefits of the new brand,’ says Marshall.

Brand extension of such a household name needed `sensitive’ handling of the brands’ visual equities both to keep consumer trust and create a fresh identity, adds Marshall.