JKR

Style and Substance

The hurly-burly backstage world of fashion shows is the natural habitat of Charles Worthington's hair stylists. Their expertise and flair is well-recognised within the industry, but less known outside it.

This seemed the perfect story to give substance to a new range of styling products aimed at the younger end of the brand's audience.

Capture the flair and drama of the backstage world.

Create a distinctive contemporary range of styling products with a strong house style which marries a sense of professional expertise with a feeling of creativity.

All is revealed

“With the idea of transformation in mind, the thought of using some sort of sleeve or reveal was liked from the outset. It tied in well with the theme of the drama of a catwalk show, would be engaging for the consumer and in effect enabled us to have a greater canvas to tell our story.”

Having collaborated with the brand team to generate the brand name, we got into the design. We created a technically innovative solution where an outer sleeve containing all the information required at shelf (brand name, particular product etc) could be shed, to reveal a set of beautiful patterned packs which act as eye-candy in the bathroom or handbag. This created a one-two punch, with the dark outers evoking both the spotlit drama of the catwalk and the expert authority of the brand, giving way to exuberant inners which celebrated the brand's flair and originality.

At the back of our minds was the thought that while the outers could be timeless, the inners could easily keep pace with changing fashions for colour, pattern etc.

The launch combined inner designs by jkr with a limited edition range produced by fashion designer Erdem.

As a recent launch, it is premature to post results for Front Row. However, one simple measure of the design's success has been its swift adoption by the style press in various 'get the look' editorial features. Clearly the editors felt the brand did a great job and looked the part.