PilexilⓇ is a brand belonging to Lacer laboratories specialising in treatments against premature hair loss. The product is created from innovative formulas based on mineral supplements; positioning the brand as the leader of the sector in Spain.
PilexilⓇ needed a restyling offering a new brand and visual identity strategy together with new packaging adapted to the change. Jointly with PilexilⓇ, we looked for a structural change that lost neither brand essence nor information; rather boosting it in a clear, attractive and visual manner.
With the creation of a new identity and packaging, we managed to keep the brand within the Top of Mind, adapting and creating new sector tendencies never once forgetting the characteristic brand traits. A new product range lineal is defined and created, retaining product essence with a new design, aesthetically differentiating the product from market competition.
The challenge was to give the brand a new fresh image without changing it. To this effect, all character traits such as colour and shape were kept, defining a new typography, finer shapes and a new structure of packaged content. The aim was to highlight the brand, making it stand out among others and making the final choice product on purchase.
Competition is very stiff within the sector. There is a high product-demand offer ratio on the market. Therefore, together with PilexilⓇ, our objective was clear: to be the focus of attention. For this purpose the market competition and target audience were analysed, achieving what is to this day the present lineal.
Different product lineals were created. Each project required a new attractive packaging that retained essence and brand base, maintaining its memorable character whilst adapting to new tendencies.
The brand is “globally wrapped” taking into account the previous and latter steps taken on creating the brand. To this effect a brand strategy is carried out that defines the needs of the new visual identity and packaging. Finally, on the advent of launching the new identity, the advertisements and illustrations are created, allowing to test product response and market disposition.
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