Beauty and Wellness Brands for a New Generation
Belcorp
Beauty and Wellness Brands for a New Generation
The situation
Belcorp partnered with Tank to refine and elevate three of its key brands—L’bel Paris, Esika, and Eqiavi—each requiring a unique yet cohesive visual identity. Our goal was to enhance their market presence, strengthen emotional connections, and create a distinct brand experience. For L’bel Paris, we crafted an elegant, aspirational identity that empowered women. With Esika, we developed a bold, fashion-forward look to engage younger consumers. For Eqiavi, we built a fresh fitness and wellness brand from the ground up. Through strategic design and positioning, we helped Belcorp reinforce its leadership and inspire its diverse audience.
Brand collateralBrand identityBrand positioningCampaignsEmail/display
L’bel Paris
L’bel Paris, an international direct selling cosmetics brand, engaged Tank to shape their visual identity to align seamlessly with their brand positioning – a commitment to the beauty and personal fulfillment for women.
Tank established a distinct graphic language of aspirational photography and refined typography to transform L’bel into a confident, market leading brand throughout Latin America. We created an elevated graphic language through redefining the brand to provide a clear and distinct voice for a more engaging customer experience, inspiring and empowering women to shape their own sense of beauty.
A visual style guide was developed to ensure consistent implementation throughout all L’bel branded materials, yet provided flexibility for each sector within the brand it’s own individual expression.
Esika
Esika, a leading direct selling cosmetics brand in Latin America, enjoys tremendous customer loyalty throughout the region. A brand women know and trust, Esika is affordable, fashion forward and accessible. Esika engaged Tank to redefine its brand identity with the bold aspiration to disrupt the category, and to build a strong emotional connection to the consumer. Strategically, the mass-market brand needed to convey a spirited optimism to appeal to a younger, fashion conscious consumer, and to capture a broader audience by providing new trends, tips and advice.
To assist Esika’s internal design team implement the program, a visual style guide was produced to ensure brand consistency across all the categories, along with comprehensive on-site training sessions.
Eqiavi
Belcorp’s Eqiavi brand set out to inspire a healthier, more active lifestyle through a range of fitness shakes, vitamin packaging, and sports drinks. Tank was tasked with creating a distinct brand identity that would resonate with health-conscious consumers while standing out in a competitive market. Our approach focused on crafting a bold, motivational visual language that communicated energy, authenticity, and empowerment. From logo design to packaging and messaging, we ensured every touchpoint reinforced Eqiavi’s promise to help people feel and perform at their best every day.
To bring this vision to life, we developed a cohesive brand system that was both visually striking and adaptable across product lines. Vibrant colors, dynamic typography, and engaging messaging combined to create a look and feel that was as inspiring as it was functional. Our design strategy provided Eqiavi with a strong foundation for growth, enabling the brand to connect with a broad audience seeking wellness solutions that align with their active lifestyles.
