The brief for our redesign of Pownall & Hampson’s Karla Bree range was two-fold: Increase the size and visibility of the Arnotts Karla Bree branding and consolidate a look & feel which could apply across a growing product range. Our initial approach was to develop a white band at the top of all packaging to hold a much-enlarged Arnotts Karla Bree logo; add an equally bold colour-coded band beneath it to hold the product name and then to develop a dark, monotone range of images to create a consistent look across the range. As the range extended, we introduced full colour imagery for products with notable USPs such as Aloe care and Cotton Fresh. This final approach is both strongly branded and refreshingly diverse.

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