PB Creative recently gave Imperial Leather Foamburst an exuberant new lease of life with a fresh brand and packaging identity. Imperial Leather approached PB Creative with the challenge of embodying Foamburst's upbeat, experiential USP as part of the new identity, using the existing 3D structure. The new-look needed to celebrate Foamburst's formula, give it a contemporary look and feel and cement its position as the premier foaming body-wash product on the market.
Central to PB Creative's strategic approach was to communicate Foamburst's fragrance and transformative nature on the pack. Unlike many of its foaming competitors, only a small amount of gel is decanted from the canister to hand, before it develops into a luxurious, abundant lather like no other.
To communicate this magical transition, the background color of each canister graduates from rich at the base, representing the gel, to shimmering white at the top, depicting the foam. The Foamburst brandmark progresses from light to bold, amplifying the transformational messaging, and bold pack claims reinforce that this is a truly lavish, rich product.
The fragrance has always been central to the Foamburst story, and the PB Creative team were keen to convey each of the aromas as indulgent, sensorial experiences. The bold colors represent the intense scent in each variant, and beautiful images of the various fruits, flowers, and herbs used can be seen bursting out on pack in an explosion of ingredients that brings everything to life.
A new brand 'lock-up' made up of a vertical black panel housing the brandmark and 'Bursting with Fragrance' brand message has been devised to ensure that the range can flex, grow and tier-up without losing cohesion. Using metallics and changing Imperial Leather's iconic red flag to silver for the first time gives Foamburst primary-brand status and the everyday-luxury look that it deserves.
"Foamburst is all about fragrant ingredients and a sense of abundance and luxury, but this had become a lost on the more regressive black canister that preceded our rebrand," stated Pete Hayes, Managing Partner, PB Creative. "Our approach has created a strong, premium brand-blocking on the shelf in a way that complements the expressive and vibrant product proposition."