Captivating the eyes of new beauty fans online and in-store

How rebranded packaging helped reach new beauty audiences for TRUYU

  • Branding
  • Creative
  • Photography
  • Social Media
  • Packaging

Before rebranding to TRUYU, QVS was a beauty brand known across the world for its wide range of beauty tools. To expand its audience reach, QVS approached Linney to help with its rebrand to TRUYU. Thanks to our expert teams across Creative, Insight, Film and Photography, we were able to create a rebrand that resonated with its desired audience. Here are some of the steps we took to turn QVS into TRUYU.

TRUYU gold cosmetic tools laid out on a navy background with gemstones in the background

Understanding the brand’s audience through product insight

With the rebranded name already decided upon, TRUYU looked to our Insight team to understand which packaging and brand styling engaged with its target demographic. After completing quick-fire research and finding which colours and styles resonated with the target demographic, our Creative team started creating TRUYU’s new brand strategy. 


Automating the rebrand of product packaging

Rebranding all product assets, including packaging, can be a time-consuming and costly process to go through. Luckily for TRUYU, who wanted to roll out the product packaging across its EU and US markets quickly, our team of design experts were on hand to provide a solution. We shaved weeks off the design process by using third-party software to capture ever-evolving product details in live databases, which were then automatically imported into the design. This meant final tweaks to the design could be cascaded down to all product sizes and changed within minutes rather than hours or even days.

Three shots of TRUYU beauty products

Capturing product photography to enhance the new branding

To bring consistency to all its marketing activities, TRUYU decided to create new photography assets as part of the rebrand. Using our in-house studio, we captured fresh product shots that matched the narrative journey TRUYU was on. As well as capturing static product shots to be used across its digital and print collateral in the UK, we also created a launch animation video for use across TRUYU’s social media channels and websites worldwide.


Ensuring brand continuity across marketing platforms

The next step of the brand strategy was to produce TRUYU’s brand book and value proposition. Understanding TRUYU’S target demographic was crucial in getting its strapline and assets right. TRUYU’s strapline, “Beauty starts here”, is a central feature of its marketing collateral and product packaging. 

Another consideration was ensuring that assets would work in other markets, such as the US. Our brand strategy work included an internal global test launch of the new branding with prototype designs to gather feedback from TRUYU’s teams and global buyer network.

As a global company with various channels to sell through, TRUYU looked to our Copywriting team to support its website.

In terms of the beauty market, TRUYU has hit the ground running. With digital marketing, including paid advertising and community management already in progress, you can be sure you’ll be seeing the new branding wherever you look. With worldwide campaigns underway, there’s really nothing stopping TRUYU’s growth potential. 

Linney – branding specialists

Feeling daunted by the thought of refreshing your brand or going through a rebrand? We’re here to help. Our creative experts, from strategists to designers, animators and product photographers, are well equipped to spark life into an already established brand or one just finding its feet. Let’s talk.

“Linney have been an extension of our team throughout the relaunch. They have enabled us to deliver a successful transition from QVS to TRUYU in our global markets and supported us with insight and creativity to deliver and drive success”

Senior global brand manager

View more on: Creative Packaging Insight