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Jurlique is a botanical skin care brand, which originated on a beautiful biodynamic farm in the hills of Mount Barker, South Australia in 1985. After it was acquired by an international consortium, we were commissioned to create an International Brand Strategy, complete new Brand Identity, Retail Concept and supporting design system incorporating packaging and merchandising systems. Building on this heritage, our vision in developing the unique Jurlique ritual and experience was to “bring the farm to the customer.”

Jurlique Sketch
Jurlique Sketch
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"Landini has created a brand image that communicates the Jurlique journey right from the energy of the bud, which they have manifested in the brand’s new marque and packaging."

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In 2002 Jurlique was purchased for $25 million by Australian businessman Kerry Packer.

In 2005 Landini Associates was engaged to completely rebrand and redesign every facet of Jurlique and the customer experience ahead of their planned global expansion.

Packer, along Triarc Companies and JH Partners, resold the Jurlique in 2011 for $355 million.

Landini Associates’ designs for Jurlique are today still being rolled out globally.

The brand continues to grow.

Jurlique Brand Guideline
packaging full
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  • Client


  • Location


  • Size

    Various – Global Rollout

  • Category

    Retail, Skincare

  • Scope

    Brand Strategy, Brand Identity, Tone of Voice, Copywriting, Interior Design, Master Planning, Graphic Design, Signage, Wayfinding, Ticketing, POS, Packaging, Uniforms, Visualisation, Brand Guidelines, Fit-out Guidelines.

  • Photography by

    Courtesy of Jurlique

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