PROJECT: Packaging identity project for Churchills of London – a traditional men’s toiletries range.
We’re excited to announce our work on the identity of a new brand of men’s classic toiletries products for Churchills of London – a fledgling brand from long-established owners.
We were contacted to create this new identity by a collaboration between two UK companies, who were looking to launch a series of products aimed at the more traditional end of the men’s personal care market.
Other than the name and the inclusion of a homburg hat (the type sported by Winston Churchill) we were given an open brief.
THE LOGO
After creating a series of design concepts for both the logo and packaging graphics, where we challenged the exact image of the brand, the use of wartime imagery, aircraft symbols etc. the identity was approved (as shown below.)
The logo consists of a classic engraved-style typeface, which has been used for the main title text, coupled with some traditional pin-striped detailing. This is topped with a custom illustration of Churchill’s famous homburg hat, and together with an ‘Established in’ date, both are featured in a premium and traditional gold foil.
A textured, monochrome slate image acts as the perfect backdrop to the logo, adding to the classic masculine-feel of the range.
THE RANGE IDENTITY
The new range consists of ten staple toiletries products; some standalone, others being sold in cartons, and includes; shave cream in both tube and jar formats, beard oil, deodorant, talc, hair and body wash, eau de cologne and the timeless classic – soap-on-a-rope.
THE TRADITIONAL DETAILS
The pin-striped underlining detail from the logo appears as an ornate gold-foiled trim across all of the product labels and outer packaging – tie-ing in with the gloss black material of the bottles, jars and tubes.
The homburg hat icon appears on the tops of all product cartons, with the pin-stripe detail running around the foot of each carton, continuing the elegant, classic theme through further use of gold foil.
All of the product cartons and labels have been finished with a varnish to enhance the feeling of quality. The overall image is understated and evocative, with subtle detailing which altogether creates a truly premium look to this range of men’s traditional toiletries.
The new Churchills of London traditional men’s toiletries products are currently available at Freemans.com and will launch online on the brand’s own website at www.churchillsoflondon.com
Other men’s skincare-related projects that we’ve worked on are:
