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Project: Global Brand Reinvention
Client: Jurlique
Location: International
Discipline: Brand Strategy | Identity | Interiors | Graphics | Packaging | Uniforms | Retail | Skincare

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.

Founded in 1985 by Austrian Naturopath and Herbalists Dr Jurgen and Ulrike Klein, Jurlique grows 95% of the natural ingredients that make up its products in two farms in the Mount Barker hills outside Adelaide. Landini Associates developed a new concept store for Jurlique in its home town of Adelaide, which avoids the usual celebrity endorsement and white, high gloss plastic. The store concept is an elegant allotment shed, clad in reclaimed sawn timber planks.

Back illuminated panels mimic daylight streaming through frosted glass, whilst a video wall at the back recreates the view into the real farm greenhouses. Living plants in trays sit alongside the product, with galvanized watering cans and wooden crates used as props. Point-of-sale is carved onto smooth, chunky wooden blocks. 

"This store is proof that great design is often about revealing a brand’s true roots." – Echochamber

Jurlique: Global Brand Reinvention

Jurlique asked us to create an international brand platform, retail concept and packaging for this natural, biodynamic Australian brand. It has been rolled out across America, Asia and Europe. The brand, with the identity we created continues to grow.