Raise the brand to the level of its formulas

Services
- Brand Purpose & Beliefs
- Brand Positioning
- Portfolio Architecture
- Visual Identity Design
- Brand Narrative
- Naming & Verbal Identity
- Packaging Design
- Communication
Industry
- Beauty & Personal Care
- Pharmaceuticals and Medical Products
Client

Mesoestetic Pharma Group

Mesoestetic was founded in 1980 in the back room of a pharmacy in Barcelona, with the aim of creating advanced cosmetic solutions. Today it has become a world reference in the medical aesthetic sector, with a presence in more than 90 countries.

Challenge

Evolving to remain
at the forefront

Mesoestetic defended a unique vision of skin care, understanding it as a science based on clinical evidence, rigour, and research into cellular behaviour and molecular mechanisms in order to create real formulas and solutions for aesthetic medicine experts.

But the brand was not communicating this innovative vision at its various touchpoints, other competitors with less pioneering formulations had brought their visual languages and positioning closer to Mesoestetic's own, reducing the differentiation between the different proposals and the exclusive character of the brand.

What’s more, Mesoestetic had been expanding its product portfolio with new solutions, reaching 3 different user segments: the aesthetic doctor, the aesthetic professional and the end consumer. But this segmentation had not been transferred to its products, generating confusion among the different proposals both among users and among the teams in the different markets.

In this context, Mesoestetic's positioning strategy was redefined, finding a purpose, promise and differential personality that was translated into an evolution of its identity, a redefinition of its communication language, and a review of the portfolio architecture and the design of the product families.

Finally, the brand narrative and claim were reviewed and style guides were created to ensure that each market consistently conveyed what makes Mesoestetic unique.

Mesoestetic was founded in 1980 in the back room of a pharmacy in Barcelona, with the aim of creating advanced cosmetic solutions. Today it has become a world reference in the medical aesthetic sector, with a presence in more than 90 countries.

Solution

The element
for skincare
experts

Following the purpose of championing scientific beauty and the promise of creating solutions for skincare experts, the concept of the Mesoestetic element was created, and inspired both the claim and the new brand identity.

Before / After

Bringing clarity to the product
portfolio

A portfolio architecture restructuring exercise was carried out to facilitate the understanding and differentiation of the different product families and ranges. Three differentiated lines were created, focused on the medical channel, the professional channel and home channel, creating a holistic and complementary treatment proposal that was transferred to the pack design of each solution.

The medical line with the most advanced solutions was differentiated through a radical commitment to dark tones that contribute to the perception of quality and differentiation within the context of the category.

solution

Hierarchizingand consistency in pack design

The navigation through the different product families was developed by arranging the information on the packs across the different lines and by creating a system of icons and messages that helped to explain the benefits and dosage of each treatment.

Finally, the brand narrative and claim were reviewed and style guides were created to ensure that each market consistently conveyed what makes Mesoestetic unique.

Before / After

The new positioning and brand language were transferred to corporate and product communication through different communication pieces that helped to present the new face of Mesoestetic to the different targets.