Equilibra. A landmark brand revives itself to encourage natural well-being.

This brand redesign has successfully revived the appeal of Equilibra, an iconic Italian lifestyle label that has enjoyed the trust of consumers and considerable brand awareness for many years. The key to the success of our logo restyling lies in conventional but impactful choices. Taking on the challenge, we worked side-by-side with the client, creating a design that subsequently won the Touch Point Awards, as recounted in our blog article.

Renewing a brand strategy by pursuing a long-term objective and carrying careful and targeted graphic design solutions can be even more challenging than a complete logo rebranding. This was precisely the necessity expressed by Equilibra, a renowned wellness label with high visibility due to its retail presence and single-brand shops in all major Italian cities.

After its acquisition by Unilever, Equilibra began to look to the international market and converged the need to renew itself with the challenge of remaining consistent and recognisable. Therefore, the restyling was also an opportunity to look abroad to understand what codes, expectations and characteristics consumers currently expect of natural products. For this project, the brand’s first restyling in several years, we focused on small, essential, yet impactful interventions, modernising the brand’s overall style to make it neater and more coherent without affecting its acquired iconicity. A more fashionable font and new proportions have given the brand a renewed, more dynamic look. Meanwhile, Equilibra’s distinct red ‘smile’ has been harmonised with the logotype, making the overall impact smoother and more linear. The idea, which was at the same time conservative and original, won over the focus group convened to finalise the choice of the brand’s new image. We concentrated on designing the visual identity, enhancing its uniqueness, and identifying the appropriate outcome for the brand’s mission. We completed a long and articulated project, drafting detailed guidelines, including arranging the new logo on all developments from the point of sale to advertising.

Another logo restyling project? Find out more here.