Impulse

CHALLENGE

Launched in 1972, generations of girls have grown up with Impulse. But the new generation is very different. Many girls today are motivated by much more than just romance and looking pretty. They’re all about experimentation – trying on different personalities to see what fits. So Impulse had to change.

SOLUTION

Impulse’s new identity is a freehand statement of intent – a black and white typographic marque that looks as impulsive as it reads. When applied to packs we added bold splashes of contrasting colour with discovered details to reflect the range’s fun and edgy fragrances.

RESULT

The new identity is at the heart of a global relaunch, including a digital campaign, creative collaborations and new ranges.