Saturday has been appointed to revamp premium cosmetics brand Ren, as the company moves to refine its style and differentiate itself from imitators within the beauty sector.
The project, worth in the region of £50 000 in fees to the group, encompasses branding, packaging, point-of-sale material and the creation of a visual language for the brand. The first evidence of the work is likely to be refreshed packaging, which is scheduled to roll out before the end of the year.
Ren co-founder Anthony Buck says, ‘We were very different when we first launched, but, three years on, other companies in the sector have followed suit. And as our style has developed a bit randomly it’s time to put some logic on it and make it more cohesive.’
According to Saturday creative director Erik Torstensson, the group has been briefed to bring out the brand’s Nordic influences and its ‘clean’, additive-free approach.
‘Most of its competitors are French, with a heavier style. We’re looking to bring a cleaner and lighter Nordic view. But it won’t be blonde girls in the archipelagos, it will be cleverer than that,’ he says.
Saturday was appointed following an ‘informal’ credentials pitch against two other consultancies, says Buck.
Meanwhile, Saturday has also designed a corporate identity for British fashion label Chenpascual, in a project worth £25 000 in fees. The work, which features a typeface created by Paul Barns, launches in September.