Reinventing an Iconic Brand for a Bold and Modern Femininity

Consumer Branding

Brand Management

Brand Positioning

For over a decade, Lonsdale Singapore has partnered with Unilever LUX, leading its global brand strategy and redesigns. After three previous range evolutions, LUX once again turned to the agency to refresh its identity and better resonate with a new generation of women—confident, empowered, unapologetically feminine.

Approaching the transformation from a brand-led perspective, we embraced a contemporary and elegant direction. The logo evolved from yellow gold to a younger, rose gold tone, signaling refinement and modern glamour. LUX’s iconic flowers were elevated with a more sophisticated, vibrant look, reinforcing the brand’s signature fragrance territory.

More white space on pack evokes enhanced skincare benefits, while the design evolution signals a trusted fragrance now enhanced with Everscentä essential oil, offering longer-lasting scent experience.

This global rebrand successfully revitalized LUX across key markets, driving brand growth and helping it regain its No. 1 position in market penetration—while staying true to its core: celebrating feminine beauty with strength and sensuality.

Selected work

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Ricard

Packaging Design

View case study
Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study
Maggi

Brand Strategy

Visual Identity

View case study
Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study
Dove

Brand Management

Brand Strategy

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Ricard

Packaging Design

View case study
Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study
Maggi

Brand Strategy

Visual Identity

View case study
Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study