The pop duo approached cosmetic company Fragrances and Toiletries International, which gave the contract to the consultancy – its chosen branding and packaging group – in March, leaving it with a brief to address a teen fan base.
‘We went down the illustration route to bring down the level of sex appeal,’ says creative director of Longfield Studio Simon Peek, who was concerned that as a brand the Cheeky Girls have a dual appeal to teens and a ‘lads mag’ audience.
Using Illustrator, images were drawn from photographs commissioned for the purpose, giving the packaging a ‘Pop Art-type look’, according to Peek.
He says the logotype – a new standalone brand – is ‘girly, 3D, futuristic and easy to read, which will make it stand off the shelf’.
The new range launches in September, when it will roll out nationally.