DR.CI:LABO

Bridging the generation gap

Originally founded by Dr. Shirono over 20 years ago, Dr.Ci:Labo rewrote the skin rulebook and quickly became Japan’s number one medical cosmetics brand – crafting top-tier products formulated to meet real needs. While it was steeped in history and expertise, Dr.Ci:Labo was largely ignored by the younger generation. They saw it as a product that belonged on their mother’s vanity shelf, rather than a part of their skincare regime. This project focused on skincare packaging design to modernize the brand and connect with new consumers.

Our opportunity was to refresh Dr.Ci:Labo in the eyes of a younger audience while maintaining its loyal customer base.

Going beyond the surface

During our strategic deep-dive in Japan, we discovered Kumiko – a Japanese woodwork technique grounded in more than a millennium of tradition. Its intricate, ancient artistry involves a process that parallels Dr.Ci:Labo’s approach to skincare, where meticulous craftsmanship guides every detail of the products and their skincare packaging design. And so the Kumiko Cross was born. This reimagined logo evolved into a whole new identity system, with the flexibility to morph into bolder, more confident forms across all packaging and brand touchpoints.

We increased sales by 200%

Within a month of the brand relaunch, Dr.Ci:Labo saw sales increase by 200%. Data showed that loyal customers remained, while a new wave of young buyers came onboard.