After enjoying an impressive market growth, popular Belarusian brand Markell Cosmetics, was ready for a global brand image makeover. They decided to call on Identica’s expertise to re-define their positioning with a newly designed image that would take the brand’s growth into new categories.


Markell has a special approach to beauty that is both intellectual & scientific. Innovative formulas and natural ingredients with proven efficiency are at the heart of each product. Over 240 skus are divided across a wide range of products that are integrated into high-efficiency programs, designed to guarantee a lasting effect with regular application.


Identica’s Brand Architecture strategic platform helped define the brand’s market positioning and product segmentation. The visual identity was streamlined with a logotype and icon that accentuated Markell’s origins in the wild forests and natural ingredients. To capture the brand’s different approach to skincare, Identica created 3 main ranges: Everyday, Natural, and Professional.

Markell’s new global image reflects the product’s core value as ‘natural & healthy cosmetics’ designed to enable enhanced inner beauty to shine through into external beauty.




Health and Beauty



What we did

Brand Positioning, Brand Identity Design, Packaging Design, Structural design

Share Print Download case study