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DR.CI: LABO
Reformulating heritage for ageless appeal.
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. Our opportunity was to refresh Dr.Ci:Labo in the eyes of a younger audience – while maintaining its loyal customer base.
Going Beyond 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: 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.
A striking before & after.
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.
What we did:
Web and Social design
