Strategic rebranding for Kamel, dermocosmetics since 1932
We supported Kamel through its redesign so its image finally reflected the real experience it has built since 1932, from packaging to newsletter.
Client
Kamel
Sector
Dermocosmetics
Market
Spain and France
The starting point: a brand founded in 1932 that needed to sort out its message
Kamel is a dermocosmetics brand founded in 1932, with a strong track record in botanical formulation and a presence in Spain and France. It had plenty of history, but its messages had become scattered and its image no longer matched what it offered.
Why almost a century of experience wasn't showing at Kamel
When we started looking at how it communicated, we found something curious: a brand that was almost a hundred years old sounded just like any competitor that opened last year.
The experience was there, in the formulation and in the trust of many customers, but you couldn't see it anywhere. Kamel didn't have a product problem; it had a communication problem.
What we did: define Kamel's tone of voice before the logo
Before touching a single colour, we researched the brand's history, how customers see it today and what the rest of the sector is doing. From there we defined the tone before the logo: pharmaceutical rigour as the foundation, botanical language without exaggeration, and trust that's shown rather than promised.
Then we carried that approach through to the visual identity, the packaging, the labels and the newsletter.
The result: a clear, consistent direction for Kamel
Today Kamel is recognised in the same way at every touchpoint, from a label to a newsletter, and its image finally tells the story of the experience it has.
A brand's experience doesn't show on its own: you have to decide how to tell it. At Kamel, defining the tone of voice before the logo is what finally made almost a century of history visible.
What Clara from Kamel says
She understood the essence of KAMEL and the brand's needs perfectly from the very first moment. The support was close and very hands-on, and the result is completely in line with what we wanted. We now have a clear, consistent direction to move forward.
Clara Polo Masriera, Kamel