After 10 years of operation, Labotrat, a 100% Brazilian brand in the cosmetics segment, felt that it was time to evolve and bring out its identity, clearly communicating what it has to offer to the world.
We developed a strategic positioning of the brand based on an immersive process, which involved the board of directors, employees, retailers and customers. That positioning was translated into storytelling that had science at the service of Brazilian beauty in an accessible, uncomplicated and no label way.
To translate this into language, the brand gained a pop and colorful look, with a dynamic color palette, which uses and abuses mixtures in neon tones and a photographic language that embraces Brazilian diversity.
The identity also inspires proximity, from the logo all designed in lowercase with the emphasis on the “b”, for beauty, to its verbal identity, which seeks to refer to the spirit of a conversation between friends.
