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, 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 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.
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. Within the framework of the project, together with Milk, we contacted dermatologists, pharmacists and consumers, while at the same time we studied in depth the special way of expression of dermocosmetics and pharmacy cosmetics. We are very pleased with the final result that brings together two different worlds, that of scientific therapy with that of daily cosmetic pleasure. The first comments of consumers and professionals on the renewed and contemporary image of CASTALIA are very encouraging. "