L’bel Paris

Visual identity and more for a world leader in beauty.

L’bel Paris

Overview

A member of Belcorp group, L’Bel is an international beauty brand dedicated to developing specialized products to enhance the well-being and beauty of women. L’Bel challenged Tank to reposition their visual identity to correspond better with their brand essence — a commitment to the beauty and personal fulfillment of women — while staying true to their French origins as a fine skincare brand.

Identity

The new identity evokes femininity while adding strength. The logo is built on strong geometric letterforms balanced against a fluid, organic mark. It delivers a timeless graphic response applicable throughout the identity and across all elements of the brand. To implement the new visual language we created extensive identity guidelines for packaging, collatoral, store environments, signage and retail displays.

Creative Direction

A distinctive graphic language of aspirational photography and elevated typography brings to life L’Bel’s philosophy of helping women achieve their ideal of beauty, making them feel more confident and self-assured. These visuals are supported by a tone of voice that expresses aspirational messages in a simple and direct manner, which provides a distinct voice for a more engaging customer experience.

Collateral

Every three weeks the brand produces product catalogs that are sent to 16 different countries. We created a full brand system for multiple categories that ensured consistency across different mediums with enough flexibility to keep it fresh and engaging. A comprehensive visual style guide was created to ensure consistent implementation throughout all L’Bel branded materials, while still allowing for each group’s individual expression.

Results

Today, Belcorp is the 3rd largest beauty company in Latin America and 9th largest direct seller in the world. 

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