Fleur de Secret

Making a private label brand

an object of desire

Making a private label brand an object of desire


Launching an impactful and premium private label brand

We were commissioned to create a themed ‘in-store‘ or ‘private label’ brand, comprising of a range of skincare products like body lotions, body butters, day and night creams, body sprays and more. This brand was to be launched in select European markets across key stores. The need was to create an impactful identity across different product formats.


Dispelling typical perceptions of private brands by adding aspirational cues

Private label brands always fight for attention, mind-space and share of wallet with established brands. They also need to integrate stronger aspiration into the brand language and visual imagery. Design had to be the driving force for projecting the brand personality and creating a rich brand experience.


Creating premium visual language, driving value into the brand through design

We created an identity that could address all these points and evolved a unique appeal for this brand. Interesting nomenclature, sensual imagery, distinctive colour palettes and a premium look and feel to the product range made the brand stand out among others in the category.

Industry: Beauty, Skincare, Retail, Lifestyle

Project Scope: Nomenclature, Brand Identity, Packaging Design


Beauty & Skincare
Retail & Lifestyle

Project Scope

Brand Identity
Packaging Design