Case study of the strategic rebranding for Kamel Dermopharmacy
About the project
Kamel is a dermopharmaceutical brand founded in 1932, with a long and established history rooted in traditional pharmacy, rigorous formulation, and botanical expertise.
The project stems from a clear reality: Kamel had history, credibility, and a product, but it needed to streamline its messaging, update its visual identity, and define a clear positioning for the present and future.
The goal wasn't simply to modernize for aesthetic reasons, but rather to strategically translate its legacy to a more saturated, visually driven, and demanding market.
The challenge: to evolve without breaking
The main challenge was finding a delicate balance:
Maintaining the heritage and values since 1932
Avoiding an outdated or overly technical image
Building a clear, human, and contemporary brand
Without sacrificing rigor or falling into generic beauty and self-care industry codes
The key wasn't reinventing Kamel, but rather bringing clarity where there had been inconsistency.
Before design: strategy, analysis and decisions
This project was developed from a clear premise:
an identity cannot be designed without first understanding the brand's intended role.
Before making any visual decisions, an in-depth strategic analysis phase was conducted.
Brand research and analysis
What we analyzed:
The brand's true history since 1932
Existing DNA and values
Current brand perception
Direct competitors in the dermopharmacy sector
Industry visual codes
Trends vs. risks of trivialization
This analysis revealed a key point: Kamel had demonstrable authority and experience, but it wasn't communicating it clearly.
Positioning Definition
Kamel's positioning was built on the coherence between science, botany, and clear communication.
The defined strategic pillars were:
Pharmaceutical rigor as a foundation
Responsible use of botanical language
Clear and understandable communication
Trust built on information, not promises
This positioning became the framework for the entire rebranding process: visual identity, communication style, packaging, and applications.
Brand Voice
The communication style was one of the project's strategic pillars.
It communicates knowledge without intimidating.
It prioritizes clarity over information overload.
It strengthens trust through transparency.
It moves away from aspirational cosmetic discourse.
The goal was for Kamel to speak like an expert, approachable, and reliable dermopharmacy, both for professionals and end users.
Client Testimonial
Working with Itziar has been a very enriching experience. She perfectly understood the essence of KAMEL and the brand's needs from the very beginning. Her support was close and dedicated, and the result is entirely aligned with what we wanted.
Now we have a clear and coherent direction to move forward. We would definitely collaborate with her and her team again.
Clara Polo Masriera