Facing a competitive market with increasing commoditization, Restylane sought to reposition its brand. The goal was to transition from a primarily B2B brand to one that resonates with both healthcare professionals and consumers. This involved balancing maintaining credibility within the medical community while appealing to a wider audience and differentiating itself as a modern, expert, and premium brand.

Rather than a drastic overhaul, the approach centred around subtle yet impactful changes to its branding and packaging to convey confidence, luxury, and sophistication.

Key elements of this included: Strengthening the Restylane brand logo by subtly magnifying the logo to reinforce its position as a trusted leader in the industry while maintaining a sense of elegance and refinement.

Creating an easily navigable packaging range design to provide a seamless and intuitive navigation experience for clinicians throughclear colour coding. By embracing change witha clear strategic approach, Restylane successfully navigated the complexities of repositioning its brand, creating a premium brand, and ultimately strengthening its connection with both clinicians and consumers alike.