L’Bel
Brand Positioning
Purpose Development
Values Alignment
Identity Design
Art Direction
Website Design
Unique Brand Assets
With 40 plus years in the Latin American market, L’Bel was at an inflection point and needed to refresh its presence and reconnect with the heritage that first differentiated it in the market. We partnered with L’Bel to refresh the brand and reinvigorate the business with an updated look for a new era.
As the most expensive brand in its parent company’s portfolio, L’BEL struggled to maintain momentum due to an outdated and exclusive vision of luxury. The team challenged us to create a more inclusive and empowering brand identity that maintained its premium equity but appealed to the vibrancy of Latin American women.
Visual Identity Overhaul
Over a six month process, we led a full brand overhaul focused on creating a more modern and aspirational vision of luxury. Our work touched everything from visual merchandising to photoshoots to packaging. Diving into each of the brand’s four distinct beauty categories, we also delivered creative guidelines to ensure the future success of internal creative teams.
Product & Campaign Storytelling:
Working across beauty categories, we redefined L’Bel’s product communication strategy to better reflect its new brand identity, differentiate its products, and create a more modern brand voice.
Outcome
Brand Positioning update
CM.co pivoted the brand’s established position toward a more modern and consumer-focused future, with updated brand values, belief system, and communication pillars designed to engage L’Bel’s audience on a deeper level by creating a more meaningful conversation between the brand and its consumer.
CLIENT’S PERSPECTIVE:
“After a very thorough selection process, we chose Collective Memory to help us redefine one of the brands (L’Bel) in the company across all its elements, from purpose all the way to voice and design identity. The project was so successful that we then continued to work with them for the other two brands in the company. The result: three distinctive/unique beauty brand propositions for each target consumer, fully qualified both quantitatively and qualitatively as winners vs. key competitors.”
Jorge Luis Diaz, Chief Marketing Officer - Belcorp
