Posted by: Creativematch | Date added: Wed 14 Nov 2012
The great British brand Pretty Polly has been dressing legs since 1919, from sheers to opaques and sleek Naturals to timeless Nylons. The redesign evokes a 1940's look with contemporary images.
The winner of Packaging Re-Design, Marketing Design Award is for Pretty Polly brand re-design, by Windsor Design Agency Tynan D'Arcy.
The great British brand Pretty Polly has been dressing legs since 1919, from sheers to opaques and sleek Naturals to timeless Nylons.
Tynan D?Arcy were tasked with developing a unique and impactful brand identity that would have maximum on shelf impact, as well as unify a range portfolio. The identity needed to retain a link to it?s long established brand heritage in order to maintain recognition with a loyal consumer base, however it needed to be modernised to appeal to a broad target audience of 16-60 year old women. The Pretty Polly existing brand values of contemporary, accessible, fashionable, versatile, fun remained relevant to the broad target audience and therefore it was key that brand development was in line with these values.
The outcome, a sexy, elegant, aspirational and flexible photography style that comtemporises and premiumises the brand, and allows for individual sub-range personalities to be brought to life, strengthening the brands emotional appeal.
Charlotte Hanna, Marketing Manager Courtaulds UK quoted on the Nylon's range:
'Today?s Nylons pack evokes a look reminiscent of the 1940?s but uses contemporary images with a nostalgic twist. We are immensely proud of this pack design, it has great in store impact'.
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