PZ Cussons was founded in 1879 and is one of the leading manufacturers of personal healthcare products and consumer goods. PZ Cussons’ main brand is the much loved Imperial Leather range of soaps, bath and shower and cosmetic products.
Imperial Leather wanted to launch into shower gels and liquid hand wash to extend the brand beyond its heritage in bar soap. The brand’s positioning of ‘a little luxury every day’ needed to be brought to life with packaging design.
Our solution was to disrupt the category by avoiding the cliche and overused floral and fruit imagery and adopt a simple and elegant layout. The brand promise of ‘a little luxury everyday’ was delivered through a combination of superlative adjectives, elegant typography and touches of gold and silver foil.
Our scope included sub brand development and packaging design for five Foamburst skus, 10 Luxurious skus and 10 Original Source skus.
Imperial Leather has seen strong growth since its launch into new segments. + 36.4% for brand and +93% for shower gel.