Building a modern beauty brand with efficacy, credibility and transparency
Founded in Australia in 1838, David Jones has a rich heritage. It’s the world’s oldest continuously operating department store still trading under its original name. But in order to appeal to today’s fashion-forward consumers, David Jones needed to re-establish their beauty brand for a new era. As part of our wider work with the brand, we were tasked with redesigning David Jones’ beauty packaging to reflect the brand’s positioning and the premium ingredients used.
We developed insights based on David Jones’ target audience and emerging trends in the beauty sector. Modern beauty consumers are ingredient-savvy and looking to learn more, building their own knowledge for skincare self-improvement. We wanted to instil credibility and authority into David Jones' own-brand offer.
Key insight: An increasingly savvy and spoilt-for-choice consumer seeks credibility, efficacy and transparency.
The creative direction taken was influenced by alchemy - an aesthetic based on the periodic table helps define the skincare ranges, each with its own identity presented as an element. Pattern and colour help distinguish ranges, adding a playful element that appeals to fashion-forward customers whilst having a timeless quality to reflect the brand’s heritage. A conversational tone of voice has been developed to align with the inclusive positioning and establish David Jones Beauty as a reassuring and transparent partner.
Strategic shift: From own-brand taking a backseat, to a clear and compelling point of view.