Fury | Karen Murrell

KarenMurrell

An adventure in beauty, international recognition and reinvigorating a New Zealand brand

Cosmetics

DesignBrandingStrategySocial MediaPackagingMessaging

The introduction

How would Karen Murrell, a local, all-natural cosmetics brand reinvigorate their look to help their expansion into the Australian and Chinese markets?

Maybe like this...

Valentine's rebrand reveal

The Challenge

As we've discovered, many brands feel confusion or dissatisfaction when their increase in marketing time, planning or spend doesn't correlate to an increase in interactions or profits. It sucks, but it's far more common than most brands think. Karen Murrell were looking to change and to learn, but most immediately to update their look to appeal to the larger markets they were targeting. Surely, with this kind of commitment they deserved to succeed.

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With an all-natural focus

on natural beauty

20 colour promotional package

The Plan

As always, it starts with a discussion - a series of goals and where Karen Murrell wanted to really make the most impact - and an understanding of what made their brand truly special. We needed to revitalise the brand in a way that would appeal to every woman regardless of their demographics. To look at the function, desire and benefts of lipstick and - much more than that - the emotions of beauty, confidence and impulse.

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Chinese 'Year of the Pig' packaging

Individual, unique artwork

carried across promotions

The Delivery

The conscription of an artist to beautifully realise all the individual lipstick colours as the flowers that inspired them. The details of gold foiling on packaging, bespoke stamps on the tips of the lipstick and arrangements in-store. The campaigns celebrating the good in women, in confidence and in a natural solution to cosmetics. Finally, tying that all in internationally so they connected with the local audiences.

Recreate their successRecreate their success