Maesa Helps Old Navy Sail into Personal Care

Posted on January 11, 2010 @ 10:13 am

Old Navy, a division of Gap Inc, commissioned a partnership between Purpose-Built and Maesa Beauty to steer its fleet of stores into the personal care category.

The holiday collection features a wide assortment of impulse buy products including body butters, lotions, soaps, lipglosses, candles and diffusers.

Purpose-Built, a brand and business development consulting firm specializing in personal care, was responsible for concept development, creative direction, copywriting and naming, as well as fragrance, flavor and color development.

“We were inspired by the resurgence of craft as fine art, particularly woodblock and letter press printing techniques,” says Kelly Kovack, president of Purpose-Built. “The design was copy-driven with bold type treatments and big statements about the product form while original hand-drawings and color palette communicated fragrance offering. The goal was to create a fun, whimsical, festive holiday offering that didn’t scream, “Merry Christmas.”

Purpose-Built also provided direction on product development that the Maesa team managed and executed.

The Maesa team was responsible for turnkey manufacturing and supply, including managing product development and production, quality assurance, operations, logistics, finance and purchasing.

Kovack says, “The process was very collaborative between Purpose-Built, Maesa, and Old Navy. Maesa’s expertise in sourcing and packaging allowed us to achieve our creative ambitions for the brand.”