"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."
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.”
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, Global Rollout
Sometimes it’s best to let others do the talking. White box is the standard template for health and beauty retailing. Yet with the increasing focus on the natural, the organic and the authentic, the trend is shifting towards something gentler and less clinical. Instead, we used the history of Jurlique’s own business as the design inspiration, bringing authenticity into the retail experience. Jurlique grows 95% of the natural ingredients that make up its products in two farms in the Mount Barker hills outside Adelaide.
On the basis of the new ‘Beauty from Life’, ‘Beauty from Energy’ and ‘Beauty from Beauty’ Brand Platform, the new retail environment and packaging captures the essence of the source of Jurlique – the herb farm and the greenhouse.
A mix of natural, elemental and raw materials, such as recycled timber, textured glass and concrete, creates a warm and inviting environment and encourages customers to dwell and discover the Jurlique brand.
A large central table encourages customers to sit and experiment with products, to feel and smell live and dried herbs, to read books and interact with staff. Large video images fill the rear wall of the store providing the “window to the farm”, echoed by the fresh botanical images on the new packaging and the bud-like type of the brand’s logo, all designed by us.
The new retail concept, packaging and merchandising systems continue to roll out internationally and have built the brand exponentially.
Various – Global Rollout
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.
Courtesy of Jurlique