As part of a long-term relationship with Soho House Group and Cowshed, Pearlfisher has created Cheeky — a new total beauty brand that brings products and experiences together to complement the lifestyles of young, urban social butterflies. The work spans brand strategy, tone of voice, identity and packaging design.

Pearlfisher Senior Strategist Jenny Dean comments, “The key to this project was understanding how the Cowshed brand, which is revered around the world for offering luxurious, relaxing and naturally indulgent spa experiences, could go from spa to salon and speak to a new generation of fun-loving young women. The opportunity for Cheeky was to create a world of playful indulgence that projects attitude and spark, and helps women to create their own unique, captivating beauty.” 

“The design and tone of voice we developed is modern and playful, bringing to life the naughty personality of the new Cheeky brand," says Pearlfisher Creative Director Sarah Cattle. "The product range names are conversational with 'Pimp my Plume' dry shampoo and 'Kiss ‘n’ tell' lip and cheek tint. The packaging structures are an eclectic mix of paint tubes, paint pots and rollers creating retail theatre and a unique consumer experience.” 

The new brand and packaging launched in the U.K. in November 2013 and will be rolling out across key global markets throughout 2013 and 2014. The Cheeky flagship parlour has opened its doors on Redchurch Street, London as well as in Shoreditch House’s Barbour & Parlour grooming space where hotel guests and members can indulge in a unique Cheeky experience.