Transforming La Cos:
A Fresh and Elegant Brand Evolution

Part of the Lacosme Group, beauty retailer La Cosmetique’s brand concept was inspired by the clean, elegant, and minimalistic design aesthetics of Japanese and Korean cultures. The focal point of the logo, a moving butterfly, symbolised beauty and confidence—powerful traits that the brand wanted to communicate to its audience. This idea of the butterfly being drawn to beauty mirrored the brand’s goal of attracting customers to its products as a butterfly would to a flower.

The challenge was to elevate La Cosmetique’s existing boutique brand to a fresh, distinct identity while preserving some original elements. With the client’s rapid expansion, the brand needed to reflect this growth, aligning with their new, aggressive marketing strategy. The vision was to create a strong, distinctive brand that consistently conveyed the core values of beauty, confidence, and natural elegance.

Meld Design and Production collaborated closely with La Cosmetique, extracting key elements from the original branding to craft a refreshed and dynamic look. The team focused on aligning the brand’s visual identity with descriptors like soft, fresh, natural, and clean. The butterfly icon was central, blending seamlessly into natural backgrounds to reinforce the emphasis on natural beauty.

The project successfully transformed La Cosmetique into a durable, visually compelling brand with a renewed sense of identity. Meld Design and Production delivered a branding package that not only honoured the brand’s origins but also brought it forward, meeting the client’s demands for a modern and strategic visual identity. The transformation supported the brand’s rapid growth and resonated with its core audience.