A total rebranding for CASTALIA LABORATOIRES DERMATOLOGIQUES, a subsidiary of Lavipharm, to bring out the dermocosmetic nature of the brand without losing on cosmeticity cues.
This project required an in depth analysis of the brand, the market, the consumer and category trends to make sure that we understand the relationship between cosmetics and medicines in order to define the ideal point for the merger of Castalia cosmetics into the world of medicine.
After an in-depth brand audit, various interviews with the management team and several rounds of consumer research we came with a distinctive brand positioning.
Accordingly we designed "Healthy is Beautiful" to be the new tagline that expresses the brand's core essence.
The clinical design approach that we took for the new identity builds on the brand's medical and scientific character while it suits the contemporary cosmetic dermatology's codes.
Additionally, we tailored the new packaging design system to the brand's rich architecture.