Our primary criteria was driven by a new strategic positioning. We were asked to work within a new definition of confident beauty, which had an ownable luxe signature, characteristically elegant and feminine. And a path that would make you think differently about the brand. With confidence, style and theatre, transform the brand back into the category-defining brand they always were.
We created a dominant style territory – sophisticated and elegant which would introduce potential to building a strong JR icon. Building on a stylisation of the female form ie; dramatic, sensual, beautiful, confident attitude; empowered shapes, strength and style a signature brand identity was conceived, that would stand confident for many years to come. Ultimately to reflect a brand of desire.