Pearlfisher’s ‘playful’ branding for Cheeky cosmetics range

Pearlfisher has created the branding for Cheeky, a new beauty brand that the consultancy says complements ‘the lifestyle of young, urban social butterflies’.

Cheeky Range
Cheeky Range

Cheeky, a Soho House Group brand is operated by cosmetics company Cowshed, for which The Gild designed the Slender Cow range last year.

Cheeky Range Compact
Cheeky Range Compact

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’.

Cheeky Range Tubes
Cheeky Range Tubes

Pearlfisher’s packaging for the range emulates the structural design of tubes, paint pots and rollers.

Cheeky Range Tubs
Cheeky Range Tubs

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.

Cheeky Range Sprays
Cheeky Range Sprays

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.’

Cheeky Range Varnish and Files
Cheeky Range Varnish and Files

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.

Cheeky range
Cheeky range

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