Purpose & Positioning
We have conducted a total rebranding for Castalia Laboratoires Dermatologiques, a subsidiary of Lavipharm, that brought 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 can point out the relationship between cosmetics and medicines and be able to define the ideal point where Castalia cosmetics and the world of medicine merge.
After an in-depth brand audit, various interviews with the management team, dermatologists and pharmacists 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 used for the new identity builds on the brand's medical and scientific character while remaining loyal to the contemporary cosmetic dermatology codes. Additionally, we tailored the new packaging design system to the brand's rich architecture.
Kitty Kyziridoy, managing director of the Pharmacy Business Operating Unit of Lavipharm Group, mentioned: "The new brand identity is the result of months of close collaboration with MILK that included comprehensive and detailed study at every level. We are very pleased with the final result that brings together two different worlds, that of scientific therapy with that of daily cosmetic pleasure."