Challenge:

When I was employed at Hyperquake I creatively led the Pure Romance account. Our assignment was to redefine the brand’s vision and unify their packaging to create a more holistic branded presence. The challenge was that Pure Romance had 4 unique product lines with a desire to launch 2 new product lines before their relaunch.

Solution:

The packaging solution dialed in on a key unifying shape that would be used across all packaging while allowing the packaging design system enough room for flexibility to create distinction between the product lines and even limited edition products. To modernize the brand image we altered the brands color palette and typography. At the time Pure Romance used consultants to sell their products. So much care was taken to help consultants present, educate and distribute the products. Because the relaunch was so much more than packaging updates my vision was to create a video that would introduce the consultants to their new brand and help them communicate why it evolved the way it did to their customers. You can see this video at the end of the case study.

Results:

In months, we refreshed 120 packaging SKUs and provided detailed execution guidelines, ensuring consistency that was used to revamp both their digital and printed marketing materials. Handing off the new brand to the in house creative team was seamless, because we had worked along side them throughout the process.

The brand successfully introduced 2 new product lines; Uncovered SkinCare Collection and Arlo & Co. Men’s Collection. While refreshing their existing product lines; Pure Romance Intimacy Collection, Pure Romance Bath and Body Collection, Héli Healthy Living Collection, and Euforia Luxury Collection