Cheeky, a Soho House Group brand is operated by cosmetics company Cowshed, for which The Gild designed the Slender Cow range last year.
According to Pearlfisher senior strategist Jenny Dean, the Cheeky range is aimed at a ‘new generation of fun-loving women’, with a look that ‘projects attitude and spark’.
Pearlfisher’s packaging for the range emulates the structural design of tubes, paint pots and rollers.
The designs use a black, white and silver colour palette, with each product denoted by one of a series of coloured graphic icons that reflect its name, such as a pink bear for the ‘dare to bare’ body balm; a key device for the ‘unleash your locks’ shampoo or a chess piece for the ‘smooth moves’ dry body oil.
Pearlfisher creative director, Sarah Cattle, says, ‘The design and tone of voice we developed is modern and playful, bringing to life the naughty personality of the new Cheeky brand.’
The Cheeky brand will be used at a new flagship parlour of the same name in east London’s Redchurch Street, as well as in Shoreditch House’s Barbour & Parlour salon. The products are also sold on the Cheeky website, and will roll out into Superdrug stores from next year.