our work

Lactacyd

beer lao enters the premium craft market
Velvet sketch by square44

How we changed the perception of LACTACYD fem care from a taboo product into a modern personal care brand?

…or how we inhaled confidence & lifestyle into the fem care category?

Background: Fem Care = Taboo Zone

LACTACYD is the biggest fem wash brand in the world but lost relevance over the years due to lack of brand story, low impact what lead to decline in market share. However, fem wash evolved from a taboo category to a self-confident almost life style category, breaking old ties.

Objective:

How do we bring out the unique product story of lactic acid and lactoserum prominent and assure shelf appeal and impact across the region. Thailand, Indonesia, Vietnam, Malaysia, Singapore and the Philippines were the key markets during this project.

Big Idea

Break the Taboo, by adding confidence and lifestyle!
We created a logo holding shape in form of a milk drop to visually feature the lacto acid ingredient strongly to the brand.

brand refresh, brand relaunch, brand modernization, brand repositioning lactacyd asia by square44
square44 relaunches lactacyd
rebranding the world's #1 femwash brand - lactactyd by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44
brand extension into new categories, positioning and packaging redesign for velvet in sri lanka by square44

Range Architecture & Varianting

Establishing a consumer and occasion relevant product identification and differentiation to make it easy and approachable to navigate within the range and to find the right product.
beer lao enters the premium craft market
beer lao enters the premium craft market
beer lao enters the premium craft market

Retail Check: Visibility & Navigation

Brand 360: Lifestyle & Confident – nothing to hide!

Based on the new visual brand assets we established a consistent but creative look and feel across different touchpoints. Touchpoints within retail, outdoor and digital / online.
beer lao enters the premium craft market
beer lao enters the premium craft market

The Result:

A confident look and feel with a lifestyle appeal of a modern personal care brand – nothing to hide…

A 15% growth within the launch period across all countries and very happy Marketing teams.
to follow the brand: check out their Facebook page Lactacyd Thailand, Malaysia, Vietnam

Inspired? Would you like to discuss a brand relaunch, a brand architecture or portfolio harmonization project? Are you in need of a redesign of your brand logo or are you planning to reposition your brand and need help on the strategic aspects or the execution of the brand design itself? Need an expert in the fem-wash category? Or just looking for a packaging design solution that leverage strong assets that can travel beyond a pack and create a consistent visual brand identity look across a range of touch points?

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