In 2020, amidst unprecedented global events, Polish natural skincare brand Resibo embraced the challenge of a comprehensive rebrand. Initially planned as a mere image update, this effort evolved into a thorough transformation aimed at reestablishing the brand and setting new trends in natural skincare on the Polish market.

Rebranding During Uncertain Times

The year 2020 brought multiple challenges that deeply influenced the project:

1. Shifting consumer priorities: The COVID-19 pandemic shifted customer attention towards health, safety, and natural ingredients.
2. Accelerated digital shift: Lockdowns and restrictions in traditional retail pushed for faster online sales adaptation, changing how products were presented and communication with customers.
3. Economic instability: Fluctuating economic conditions required a flexible rebranding approach, considering budget constraints and supply chain concerns.
4. Communication limitations: Remote work and reduced in-person meetings reshaped the approach to consultations, research, and concept presentations.
5. New shopping behaviors: With the shift to online, packaging and visual communication needed further adaptation for e-commerce presentation.

Given these challenges, our design team needed both creativity and adaptability. The rebranding of Resibo was not only a visual transformation but also a test of the agility and efficiency of our team, requiring rapid adaptation to shifting conditions and client expectations.

This case study explores how Holy Studio, collaborating with Resibo, took on the ambitious task of transforming a brand’s identity during a global crisis, converting challenges into avenues for growth and innovation.

Beyond the Conventional

The natural skincare market in Poland has seen a sustained boom. Store shelves are filled with products whose packaging claims “eco” and “natural” through earthy designs, muted colors, and plant motifs. In this saturated market, Resibo, a well-regarded brand, began to lose its distinctive identity. Our goal was not just to refresh the brand but to rethink what a natural skincare brand could mean in today’s world.

Extensive Market Research

Our work began with a comprehensive study of the natural cosmetics sector, spanning Polish and international markets. We carried out:

1. Visual Analysis of Competitors: We closely examined the visuals, packaging, and branding used by leading natural cosmetics brands. A significant trend is the widespread use of kraft materials, subdued color schemes, and minimalist design. However, we found that most brands follow a similar visual style, resulting in a lack of distinctiveness on store shelves.
2. Analysis of Emerging Consumer Trends: We looked at how consumer priorities have evolved, especially amid the pandemic and economic challenges. There is an increasing demand for health-focused, safe, and transparent brands, along with a willingness to invest in highly effective products.
3. Investigation of Resibo’s Brand Image: We surveyed with Resibo’s existing clientele to gather insights into how the brand is perceived, their expectations, and the challenges they experience.
4. International Market Comparison: To support Resibo’s expansion goals, we thoroughly analyzed natural cosmetics brands globally, observing visual trends, innovative packaging, and the communication methods of successful brands.
5. In-Store Brand Positioning Assessment: We studied Resibo’s in-store display in prominent chains like Hebe, Douglas, and Superpharm, focusing on brand visibility, product placement, and real-time competition dynamics.

Brand Philosophy and Values Analysis: We immersed ourselves in Resibo’s core values, identifying essential qualities like friendship, care, enjoyment, and conscious choices. Our goal was to translate these elements into a cohesive visual strategy that embodies Resibo’s spirit. We examined how design, color, and aesthetic choices could build a meaningful emotional bond with consumers, setting Resibo apart in a market focused heavily on functional benefits.

Key Findings and Areas for Improvement

We aimed not just to spot problems but to reveal the potential and growth opportunities for Resibo. This process required us to carefully balance the brand’s goals with what consumers expect and with market trends. It was essential to keep Resibo’s identity while bringing a fresh look to stand out in the market. Here’s what we found:

1. Getting Lost in the Crowd:
   • Resibo’s original identity didn’t stand out enough against competitors.
   • The natural cosmetics sector was dominated by kraft and soft colors, making the brand lose its distinctiveness.
   • There was an urgent need to create a recognizable visual style.
2. Visual communication mismatch:
   • The brand’s visuals didn’t fully reflect its values, like friendship, care, and the joy of skincare.
   • Key elements were missing to communicate the brand’s philosophy and emotionally connect with consumers.
   • We needed a way to visually express Resibo’s “soul.”
3. Outdated packaging solutions:
   • Customers expected more sustainable and innovative packaging choices.
   • It was essential to diversify packaging forms to better capture each product’s unique character.
   • Beyond protection, packaging should tell the brand’s story.
4. Inadequate adaptation for e-commerce:
   • As online sales expanded, there was a need to rethink product presentation for digital channels.
   • Current packaging lacked impact in the e-commerce space.
   • A design equally effective online and offline was necessary.
5. Opportunities in highlighting effectiveness:
   • Market research revealed that consumers value naturalness but also expect tangible results.
   • There was potential to emphasize Resibo’s efficacy as a defining brand feature.
   • Balancing the message of natural ingredients with proven effectiveness was key.
6. Global aspirations alongside local identity:
   • Expanding internationally called for a universal visual style that resonates with global consumers.
   • Retaining Resibo’s unique Polish identity served as a valuable differentiator.
7. Inconsistent product naming:
   • Some product names were in English for global markets, while others remained in Polish.
   • This inconsistency hindered coherent brand messaging and complicated international sales efforts.
   • Developing a consistent naming system adaptable to both Polish and international markets was essential.
8. Challenges in differentiating product range:
   • Existing designs made it difficult to visually differentiate products in an expanding lineup.
   • Similar looks across the range hindered customers’ ability to navigate and select products.
   • A design system was needed to make each line distinguishable yet cohesive within the brand.
9. Image misaligned with brand potential:
   • Resibo’s image portrayed a small, artisanal Polish brand focused on simple, natural products.
   • This perception did not reflect the brand’s ambitions, technological expertise, or growth potential.
   • A refined image was needed to communicate professionalism, innovation, and Resibo’s global potential while staying true to natural and safety-focused values.

These takeaways laid the groundwork for a creative strategy that aimed to not only address challenges but also leverage the opportunities to forge a distinctive and genuine Resibo brand identity.

Uncovering the Brand Together with the Resibo Team

A vital part of our strategic approach involved holding in-depth workshops and consultations with the Resibo team. These intensive creative sessions laid the groundwork for the rebranding process, providing us with an opportunity to truly grasp the essence of the brand, its future ambitions, and the expectations of its founders.

The workshops revealed a wealth of insights and inspirations:

1. Discovering the brand’s true DNA: Deep conversations enabled us to identify the unique qualities that distinguish Resibo from its competitors.
2. Vision for the future: We gained a clear picture of where Resibo envisions itself in the next 5-10 years, helping to guide our rebranding strategy.
3. Fostering engagement: The workshop process fostered a sense of involvement and commitment among the Resibo team, a key factor in the project’s eventual success.

Our sessions with Resibo were an invaluable wellspring of knowledge and inspiration. They not only helped us build a deeper understanding of the brand but also provided a strong foundation for the entire rebranding initiative, ensuring that the new visual identity would authentically reflect the values and aspirations of the team driving this company forward.

– Gabriela Kanik, Creative Director at Holy Studio

A Multidimensional Brand Makeover

Logo Redesign

The redesign of Resibo’s logo marked the starting point of the rebranding journey. Our goal was to refresh the brand’s look to feel more modern while preserving its distinctive familiarity. The new logo retained the recognizable hand-written signature element, now reimagined with a refined, contemporary style. This adjustment enhanced the logo’s scalability, making it work seamlessly across formats, from small product labels to expansive advertising spaces. The new logo has become the unifying core of the updated visual identity, tying all aspects of the rebranding into a cohesive whole.

Color Coding

We moved beyond the conventional browns and greens of the industry, introducing a bold yet sophisticated color palette. Each product line received its unique color, enhancing ease of navigation across the brand’s portfolio and creating a vibrant yet harmonious visual impact on the shelf.

• Our team crafted a cohesive color-coding system, enabling seamless differentiation among product lines.
• This new color scheme was carefully chosen to reflect Resibo’s natural yet modern approach to skincare. The palette, while lively, is unconventional—making for a unique addition to the natural cosmetics landscape.
• A pivotal change was replacing the prevalent kraft tones with an elegant, cream-colored brand shade. This subtle hue serves as a neutral backdrop, amplifying the brightness of the other colors and adding a layer of refinement. Unlike the sterile, often impersonal whites frequently seen in the cosmetics sector, this new brand color brings an inviting warmth and a touch of natural appeal while retaining a contemporary edge.

The fresh, bold color palette not only captivates the store shelf but also communicates Resibo’s innovative and refreshed approach to natural skincare. This creative shift has endowed the brand with a unique, instantly recognizable visual identity that resonates with modern consumers and sets a new standard in the cosmetics industry.

Redefining Packaging Shapes

Our design process introduced a collection of distinctive shapes, including innovative triangular forms that immediately set Resibo apart. Each package was crafted not only to enhance aesthetic appeal but also to ensure functionality and sustainability.

• Unique forms like the triangular packages have become a brand signature, adding a striking visual cue on store shelves.
• Using eco-friendly materials such as glass and aluminum, we reinforced Resibo’s sustainable philosophy.
• The packaging was designed for ease of use and to optimize presentation in e-commerce.
• We shifted away from tube packaging, favoring more varied and eco-friendly options.

This thoughtful combination of style, functionality, and environmental awareness underscores that packaging can be striking, practical, and sustainable. Resibo’s new design enhances both product protection and customer engagement in the skincare experience.

Design as Storytelling

For every product, we crafted a unique story that weaves its ingredients and benefits into the brand’s larger philosophy. These “mini-narratives” are reflected in the names, illustrations, and labels:

• We created a system where each product’s name, illustration, and description combine to tell a unified story.
• The packaging illustrations directly relate to the product’s name and its key ingredients or effects.
• We developed a visual language that helps customers intuitively understand the purpose and advantages of each product.
• This multi-sensory storytelling approach—blending words, visuals, and the product experience—has deepened the emotional connection between the brand and its customers.

In this way, Resibo not only offers products but invites customers into a story of natural beauty, conscious care, and a harmonious relationship with nature.

Naming with a Twist

We designed a unique naming strategy for Resibo, bringing to life over 30 product names that are catchy, descriptive, and aligned with the brand’s character and mission.

• Our naming system mixes function with emotion—think “Bright Now” for an eye-brightening cream, “Game Changer” for Resibo’s first retinol, and “Melt Away” for a makeup-removing balm.
• The names were crafted to appeal across Polish and international markets, facilitating easy connections with a global audience.
• We infused each name with playful word choices and clever combinations that make them easy to remember and full of positive energy.

Most importantly, customers have given rave reviews, applauding the names’ creativity, appeal, and accuracy.

Art-inspired, Hand-Drawn Illustrations

Inspired by the personal touch of handwritten notes and artistic sketches, we developed a unique visual language that reflects the brand’s essence. The freehand linework from Resibo’s earlier designs has been expanded into complex, artistic forms that retain authenticity and a direct connection with customers.

Each product received its custom illustration, designed to be more than a decoration—it’s a symbol of each product’s narrative. These artistic details celebrate nature, femininity, and the beauty of humanity, placing them at the heart of the brand. The illustrations became central to product storytelling, with each design depicting a skincare story linked to the product’s name and purpose.

In Resibo’s refreshed visual language, art and design are not just enhancements but pillars of brand communication. We envisioned creating a functional art collection, where each package becomes a “portrait” in the customer’s skincare gallery. This concept lets consumers explore a personal beauty ritual, discovering new products and favorite pieces along the way.

With close collaboration from our three-person graphic team, we achieved an exceptional level of artistic detail. Aware of the brand’s global goals, we designed an illustration style that resonates with an international audience. This stylistic evolution not only sets Resibo apart but welcomes customers into a world where skincare is art.

Communicating Effectiveness with Clarity

We introduced a new approach to sharing product effectiveness, built on clarity and scientific grounding.

• Front labels highlight the essential active ingredients, including their functions and, when relevant, their concentrations.
• A new percentage module was created to provide a clear, direct display of product efficacy.
• We developed a unified communication style that harmonizes naturalness with high-tech cosmetic science.

In our design, the Resibo percentage module took on a new role as an informational and aesthetic feature. Created to be an integral part of the brand’s visual identity, it showcases the natural ingredient percentage prominently, continuing Resibo’s tradition of quality. Accompanying this are two core messages: “100% vegan” and “100% powerful.” Designed for international clarity, the module’s layout and messaging support the brand’s global strategy, enhancing its accessibility in various markets.

Addressing the needs of today’s informed consumers, this percentage module now plays a central role in Resibo’s communication, building trust and emphasizing brand principles. The natural ingredient percentage is more than information—it’s a promise of quality. The “100% vegan” message speaks to the growing demand for ethical products, while “100% powerful” solidifies Resibo’s place as a brand that merges natural purity with proven effectiveness.

– Gabriela Kanik, Creative Director at Holy Studio

Classic Meets Modern in New Typography

Our choice of typography pairs two distinct yet harmonious fonts: the light, modern Silka, and the striking Quadrat. Silka, used for body text and select information, provides clarity and a fresh feel, aligning with Resibo’s commitment to transparency. Quadrat, applied to the marketing element of product names, adds a bold touch of character and artistry that complements the brand’s illustrative style.

This pairing creates Resibo’s unique typographic identity—professional, approachable, and visually impactful. The font contrast enhances readability and hierarchy, enriching Resibo’s visual storytelling. Typography thus becomes an integral part of Resibo’s storytelling, linking a contemporary, scientific approach to skincare with a natural, sensory product experience. Each package thus becomes not only an informative medium but a visual statement of Resibo’s values, positioning the brand as an innovator where nature meets effectiveness.

Sustainability in Shipping Box Design

We designed Resibo’s shipping boxes in three versatile sizes and incorporated educational content and graphic elements to add meaning to the design. Our proposal included texts, an icon set, and a visual style to educate and engage customers. The messaging clearly explains how the packaging can be reused multiple times. These visual and textual elements physically embody the Five R’s philosophy (Refuse, Reduce, Reuse, Repurpose, Recycle), with a particular emphasis on reuse and repurpose.

Through promoting repurposing, Resibo actively involves customers in the journey toward sustainability, showing that even the simplest items can help reduce waste. This approach not only minimizes the brand’s ecological footprint but also builds a community of mindful consumers who, along with Resibo, contribute to a positive environmental shift.

Resibo’s shipping boxes are more than just packaging—they’re tools for communicating the brand’s values. From the first moment customers receive a shipment, they’re welcomed into the Resibo world, where environmental care goes hand in hand with product excellence and innovative packaging. Each box, in this way, becomes a brand ambassador, advocating for sustainable living and inspiring meaningful changes in daily habits.

A Shift Toward Joy – Moving Beyond Minimalism in Cosmetics

In recent years, cosmetic packaging design has undergone a notable transformation. The strict minimalism of the past is making way for a creative wave that prioritizes joy, fun, and personalization. This trend, which we refer to as “joy in skincare,” has taken center stage in Resibo’s rebranding.

Evolving Consumer Profile

As Generation Z makes up a larger share of the cosmetics market, new expectations and preferences are emerging. Younger consumers want products that provide efficacy, a unique experience, and a means of self-expression. They crave novelty, and innovation, and place high demands on design and brand communication.

Breaking with Minimalism

We’re moving away from simple, uniform packaging in favor of more expressive and diverse designs. For Resibo, we’ve introduced elements of joy and playfulness into daily skincare routines, treating packaging as small works of art. Each product is a unique object that nurtures, delights, and inspires.

Self-Expression through Design

Resibo’s illustrated designs allows consumers to choose products that best reflect their personality and style. This variety of artwork empowers users to assemble a personalized collection of cosmetics, a true expression of their identity. Here, design serves as a means of self-expression, helping customers forge an emotional connection with the brand.

Holistic Visual Communication

In designing Resibo’s packaging, we broke from the conventional communication styles of the cosmetics industry, choosing a more direct and authentic voice. Humor and lightness in product names and descriptions foster a closer relationship with consumers. We crafted a unified communication ecosystem where packaging, names, and illustrations work together to create a unique brand experience.

The joy-in-skincare trend we implemented in Resibo’s rebranding goes beyond responding to shifting aesthetic preferences. It represents a holistic approach to product development that not only nurtures but also inspires, entertains, and allows consumers to express themselves. By merging functionality with artistic design, Resibo is creating a new category in cosmetics—products that are simultaneously skincare tools and functional art.

– Gabriela Kanik, Creative Director at Holy Studio

8 Key Results of Resibo’s Rebranding

The comprehensive rebranding of Resibo has brought about numerous tangible benefits, enhancing the brand’s market position and refining its operations on multiple levels:

1. Bold Visual Identity

Resibo now has a unique, recognizable visual identity, with an art-inspired color palette that simplifies product portfolio navigation.

2. Enhanced Market Position

The brand has successfully set itself apart from other natural cosmetics brands by showcasing its innovative character. As a result, Resibo is now seen as more modern and premium, paving the way for new avenues in positioning and growth.

3. Improved Product Communication

Storytelling-driven design has enabled the brand to convey product details in a clearer, more effective way, making it easy for customers to understand each item’s purpose.

4. Unified Brand Presentation

A cohesive visual system ensures consistent brand messaging across all customer touchpoints, from packaging to marketing, creating a strong, unified image across various channels and markets.

5. Stronger Customer Loyalty

The emotional approach in design has fostered a deeper connection with consumers, building loyalty and encouraging them to view Resibo products as part of a cohesive, collectible range.

6. Simplified International Expansion

With a universally appealing visual identity and a cohesive system for naming and communication, Resibo’s rebranding has made international market entry simpler and more effective.

7. Reinforced Commitment to Sustainability

Resibo’s focus on eco-friendly packaging solutions has further solidified its reputation as an environmentally conscious brand. By aligning with the values of eco-aware consumers, the brand appeals to a growing segment of the market that prioritizes sustainability. This commitment strengthens Resibo’s authenticity and credibility in promoting responsible practices.

8. Improved Marketing Effectiveness

The bold and artistic identity introduced through the rebranding has made Resibo’s marketing materials more engaging and memorable. This distinctiveness ensures that campaigns are cohesive, impactful, and aligned with the brand’s core values, increasing their effectiveness in capturing and retaining consumer attention.

With these strategic changes, Resibo has not only refreshed its image but also equipped itself with the tools necessary for sustained growth. The brand is now better prepared to meet the demands of a rapidly evolving market and the expectations of modern, conscious consumers. Resibo’s rebranding sets a benchmark for how creativity, sustainability, and innovation can work together to elevate a brand’s presence and impact in a competitive industry.

Resibo 2.0

The rebranding of Resibo revealed that even in the highly competitive world of natural cosmetics, there is space for true innovation and fearless creativity. The project’s success stemmed from a holistic approach that extended far beyond superficial changes like updating a logo or refreshing brand colors. Resibo’s rebranding was a complete overhaul that touched every facet of the brand—from product philosophy and visual design to communication and distribution strategies.

This process underscored the fact that meaningful change requires boldness, time, and a thorough understanding of both the brand’s identity and the shifting expectations of modern consumers. Resibo didn’t just update its appearance; it reimagined what it means to lead in the natural cosmetics market.