Branding

Swiss Image

2024

Swiss Image

A transformative journey that honoured its Swiss heritage while embracing the bold femininity of its audience

Branding

Swiss Image

International

2024

SERVICES

Brand Identity

Brand Standards

Employee Branding

Visual Language

Swiss Image, a leading Swiss skincare brand, had long been associated with the pristine beauty of Switzerland and the precision of its skincare innovations.

However, as the market evolved, the brand needed to redefine its identity to connect more deeply with modern women who value authenticity, individuality, and a sense of empowerment.

The rebranding effort aimed to celebrate the beauty within every woman, aligning with Swiss Image’s core values of blending nature and science to create accessible, high-quality skincare.

Challenge

Despite its heritage and product efficacy, Swiss Image lacked a relatable, contemporary identity that resonated with its target audience.

The brand needed to speak to the complexities and dualities of modern women—those who are daring yet timeless, simple yet multifaceted.

Moreover, there was a growing demand to articulate a clear emotional connection between the brand and its consumers while maintaining its Swiss roots.

The challenge was to evolve the brand’s positioning and visual identity without losing sight of its core promise: delivering the transformative power of Swiss Alpine Glacier Water to unlock the beauty within.

Solution

The rebranding strategy was grounded in a fresh point of view: beauty is an inner power shaped by the layers, polarities, and complexities within every woman.

Swiss Image’s new identity celebrated this belief by combining emotional resonance with functional excellence.

The tagline, “Always Beautiful,” became the rallying cry for the brand, embracing the timeless and intrinsic beauty of every woman.

A key element of the new visual identity was the Infinity Loop monogram, a symbol of unbroken femininity inspired by the flow of water and the free-spirited nature of modern women.

The brand mark, featuring the iconic Swiss flag paired with bespoke typography, conveyed Swiss heritage while infusing femininity and elegance through its subtle curves.

To humanize the brand, we developed imagery that reflected the Mystic Woman, a figure embodying self-belief, self-awareness, and a profound connection with nature.

By featuring everyday women of diverse backgrounds and ages, the visuals transcended traditional beauty standards, capturing the essence of bold femininity and individuality.

The comprehensive rebranding included extensive guidelines for the brand’s application across print and digital.

Key visuals were developed for three product ranges, balancing emotional storytelling with the functional benefits of Swiss Image’s offerings.

Success

The rebranding effort successfully positioned Swiss Image as a contemporary yet heritage-rich brand that resonates with today’s women.

The Infinity Loop monogram has become a centralized symbol of empowerment and elegance, while the updated brand mark reinforces the brand’s authenticity and commitment to quality.

The campaign imagery struck a chord with audiences, highlighting the inner strength and beauty of women in a way that felt relatable and inclusive.

Swiss Image reported a significant increase in brand awareness and consumer engagement, particularly among younger, urban audiences who connected with the brand’s modern ethos.

The clear, adaptable visual identity also provided a strong foundation for future campaigns, ensuring consistency and impact across all platforms.

Summary

The rebranding of Swiss Image was a transformative journey that honoured its Swiss heritage while embracing the bold femininity of its audience.

By celebrating the beauty within and creating a cohesive visual and emotional narrative, Swiss Image redefined its place in the skincare market.

The success of the rebranding effort lies in its ability to balance nature and science, tradition and modernity, functionality and emotion—unlocking not only the power of beauty but also the full potential of the brand.

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