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: using meticulous craftsmanship to unveil beauty in its purest form. 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.
We brought back an iconic brand asset that had been retired – the beloved polar bear doctor, Shiropy, who connects with customers on an emotional level through storytelling.