A Global ‘Naturals’ Platform Tailored to Local Realities
Brand Architecture & Portfolio Strategy
Brand Management
Packaging Design
For over 8 years, Lonsdale Singapore has supported Unilever’s SMILE brands (Signal, Pepsodent, Mentadent, Aim, ProDENT and P/S) across innovation, limited editions, and core range updates. With rising global demand for healthier, more natural products, our challenge was to develop a cohesive ‘Naturals’ platform—flexible enough to resonate across highly diverse markets.
For Signal Integral 8 in Europe, where efficacy cues drive purchase, we created premium packs with a refined design that blends trusted protection with natural ingredient stories in a subtle, elevated way.
Conversely, in Vietnam (P/S) and Indonesia (Pepsodent), consumers prioritize ingredient stories. Here, we brought natural ingredients front and center, making them the visual hero of each pack.
We further extended the naturals platform into white space opportunities by co-developing Pepsodent Siwak, Unilever’s first Muslim-oriented toothpaste, piloted in Indonesia.
As part of a wider sustainability commitment, we also helped Unilever introduce the Signal Bamboo Natural toothbrush—bringing together natural positioning and eco-conscious design, and pushing the category toward more responsible oral care.




Selected work






Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity



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Ricard
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Renault
Architectural Design
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Ferrero
Architectural Design
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PrestaShop
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Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
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Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
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Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
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MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
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Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
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Maggi
Brand Strategy
Packaging Design
Visual Identity
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Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design
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Ricard
Packaging
Packaging Design
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Renault
Architectural Design
Brand Strategy
Customer Journey
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Ferrero
Architectural Design
Customer Journey
Workspace Design
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PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
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Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
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Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
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Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
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MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
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Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
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Maggi
Brand Strategy
Packaging Design
Visual Identity
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Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design
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Ricard
Packaging
Packaging Design
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Renault
Architectural Design
Brand Strategy
Customer Journey
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Ferrero
Architectural Design
Customer Journey
Workspace Design
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PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
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Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
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Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
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Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
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MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
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Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
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Maggi
Brand Strategy
Packaging Design
Visual Identity
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Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design
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Ricard
Packaging
Packaging Design
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Renault
Architectural Design
Brand Strategy
Customer Journey
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Ferrero
Architectural Design
Customer Journey
Workspace Design
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PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
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Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
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Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
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Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
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MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
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Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
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Maggi
Brand Strategy
Packaging Design
Visual Identity
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Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design
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Ricard
Packaging
Packaging Design
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Renault
Architectural Design
Brand Strategy
Customer Journey
-
Ferrero
Architectural Design
Customer Journey
Workspace Design
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
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Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
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Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
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Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
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MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
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Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
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Maggi
Brand Strategy
Packaging Design
Visual Identity
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Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design