Anna Gale is the founder of the Anna Gale skincare brand, the face of the company, and a blogger with over 500,000 social media followers. The brand’s cosmetics focus primarily on professional hair, face, and body care in the 'mid-market plus' segment.

Core Client USPs:

• High-performance cosmetics
• A warm and personal approach
• Personalised product recommendations

Anna approached our team after seeing the impressive results of the Ilona Lunden cosmetics rebrand (read case study). The Client’s need was to update the packaging design in connection with the brand’s launch of 6 new products*: shampoo, conditioner, intimate hygiene foam, hair mask, scrub, and lash & brow growth oil.

The product needed to appeal to women across different age groups (from 12 to 55+), addressing key concerns such as safety, hypoallergenic properties, and ease of use.

Our team was tasked not only with developing a striking design for the new professional care line that would visually compete with market leaders but also with refining the existing brand logo to make it more sophisticated.

*When we began work on the Anna Gale brand refresh, the brand had only 5 SKUs; it now boasts over 25.

When developing the new design, it was crucial to reflect that the brand engages in a dialogue with its customers: "I am natural, honest, effective." Through the updated brand identity, women would understand that revealing their natural beauty is easy, and proudly saying "I love myself" is simply essential.

We needed to create not just new packaging, but a visual identity that would become recognisable to customers, unify all products into a coherent line, and remain authentic to the natural composition of the products.

We sought a delicate visual code: without overt green leaves and 'natural cosmetics' clichés, but with a feeling of living nature. Ultimately, the key element became the shadow of a plant, as if falling subtly onto the packaging surface. This simple solution works on multiple levels: it is visually clean, easily scalable across different formats, and creates an association with natural ingredients not directly, but through atmosphere.

This shadow became the brand’s visual metaphor: true beauty isn’t always on display, but it’s always within.