Edgars, one of South Africa’s most recognised and loved fashion retail outlets, briefed us on an exciting product development and range extension for one of their biggest Private Label Brands – Kelso. Edgars and the Kelso brand team were going to be venturing into the bath, beauty, skincare and cosmetics space by launching Kelso Beauty.

This was of course an amazing opportunity to start from scratch, and get in on the action at a very early stage to define the Kelso Beauty brand essence and point of view - And to build a uniquely South African story narrative for a uniquely South African product line-up … we were even fortunate enough to influence the naming of quite a few of the ranges within the cosmetics offering.