Modernising an iconic heritage brand
This well loved brand needed to move on to respond to a changing consumer environment. The challenge was to do this whilst respecting its strong heritage and iconic status in India where Pears operates from today.
Modern consumers are looking for more active beauty credentials and a range they feel well reflects their needs. pi’s response was to create a new Pears visual brand identity that is simple and un-cluttered , featuring an iconic water splash — a modernised look under-pinned by core brand values of purity, mildness and gentleness. The brand’s presence at POS is strong, distinctive and harmonised across both General and Modern trade stores and the visual brand identity used holistically creates cohesiveness across all brand communications. The consumer can now select from an extended Pears range with face washes added to its line-up.