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Pinch Provisions Launch

by ryan • July 18

Ms. & Mrs., the leading purveyor of premium emergency essentials, discovered that its coveted line of personal care kits (Minimergency®, Shemergency®, and Hemergency®) had better recall than the company’s name. They approached us to rename the company, Pinch Provisions, and to design a fresh, cohesive packaging system for its kits and the essentials within.

The clean, simple, modern identity is bold enough to stand out in fashion-driven retailers such as Sephora and J.Crew. Since the kit styles vary in color and material, the identity had to pop across a wide range of platforms and allow the product to be the hero. The black and white cartouche offers the fashion sense of an accessories brand while providing an upscale, sophisticated look. The addition of interlocking P’s in the logo acts as a fashion cue and works both as a pattern and an icon for the brand. The back panel with illustrations of each essential communicates the contents of each kit. Finally, the black ribbon detail serves as a navigation system for identifying the kit and each of the essentials inside.

Check out the clever launch video for the new name here.

We're so thrilled to have been a part of this brand rebirth and can't wait to see the future success of the brilliant women behind Pinch Provisions.