Longfield brands Cheeky Girls cosmetics

Longfield Studio has branded and designed packaging for a new 36-piece Cheeky Girls cosmetics range.

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.

Hide Comments (4)Show Comments (4)
  • Katie da Silva November 30, -0001 at 12:00 am

    I love this work and the logo is very much on the money, I think beauty products are often hard to get right. It will be interesting to see how it goes in the market place.

  • Tanya Gander FD Graphics November 30, -0001 at 12:00 am

    to be completely honest there is nothing pop art about this brand identity its all cartoon of the modern age of today . Pop Art is an art movement which was dominated by cartoon combined with mundane objects creating montage… A good brand solution with a relevance to Pop Art movement I feel is Soap and Glory check it out it is sold in Boots Pharmacy.

  • Marie November 30, -0001 at 12:00 am

    I love the packaging ! It looks like very much Cheeky Girls. The designer made a very good job, it makes good justice to the girls, is very much like them; colourfull, fun, fresh. I hope the products will be this good too

  • EMIL November 30, -0001 at 12:00 am

    TheCheekies are pure POP!It’s great to see a very refreshing range,not the raunchy-sexy,everyday stuff.
    The girls are Fun,so should be the products;Good Work Girls!

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