Impulse
What they said: “So we need to reimagine our product packaging to align better with our audience.”
What we said: “With only 6 pantone colours? Let’s do it.”
The problem:
Impulse’s product packaging wasn’t keeping up with where the brand was headed. They wanted to modernise their look to appeal to both teens and their mums - two very different audiences. The challenge was creating a design that felt fresh, youthful, and cool without alienating their loyal customers. On top of that, there was a major technical hurdle. They only had six Pantone colours to play with, limiting design flexibility. We had to find a way to push creative boundaries within tight constraints while ensuring the new packaging could hold its own against competitors in an already saturated market.
The solution:
We reimagined the Impulse packaging, giving it more shelf presence, a stronger brand identity, and a design that felt relevant to its evolving audience. Using a mix of bold design choices, strategic use of colour tints, and clever detailing, we created bespoke illustrations that worked within the six-colour limit but still felt vibrant and full of depth. The result? A design that stood out, stayed true to Impulse’s brand DNA, and appealed to both their Gen Z audience and their millennial mums.
The process:
Impulse came to us with a clear vision and market research in hand. They knew where they wanted to go but needed the right creative execution. Our team got to work, diving into the research and refining the design approach to maximise impact with minimal colour options. We leveraged our expertise in print processes to push the boundaries of what could be done with six Pantones, using colour overlays and shading techniques to add richness and variation. Collaboration was key. We worked closely with Elida Beauty’s marketing team and external print managers to bring the designs to life, ensuring everything was aligned from concept to final execution. The result was a packaging refresh that didn’t just modernise Impulse’s look but made it an undeniable standout on the shelf.
Some humble brags
“I Am Female are consistent, reliable and talented. As the Senior Brand Manager for an upcoming brand on the UK hair and beauty scene, we often look to work with agencies who can provide us with an edge – which is exactly what I Am Female have given us!”
Katie Westerby, Brand Manager, Unilever
Some humble brags
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