Ilona Lunden Rebranding

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Ilona Lunden Cosmeceuticals

Ilona Lunden Rebranding: From Niche Label to #1 Cosmeceutical Brand with 100+ SKUs

Estimated read time: 6 minutes

Client

Ilona Lunden is a cosmeceutical brand offering proprietary formulas based on active ingredients. The products meet premium standards in both formulation and quality, yet remain accessible. For example, a product priced at 2,950 rubles features the same composition as a 37,000-ruble counterpart sold at TSUM.

The brand’s founder and face is Ilona Lunden - a practicing expert and engaged figure in the beauty industry. She personally oversees the development of each product. Launched in 2011, the brand has earned over 20 professional awards and gained a loyal audience. The product range spans skincare, sun protection, and a men’s line.

Challenge

At the time of our involvement, the brand had 26 SKUs, steady sales, and strong recognition via social media and word of mouth. However, the visual identity was outdated, and the packaging didn’t reflect the premium experience the formulas delivered.

The task was to:

Complete a full rebrand without losing brand recognition
Develop a new packaging system and design style for new products
Visually express the value and scientific credibility of the formulations
Rethink the brand mascot and introduce more dynamic visuals
Support Ilona Lunden’s personal brand through design

Insight

Consumers perceive value not only through brand names, but also through the visual language of a product. Each line needed a unique look - instantly recognizable yet unified through a shared identity. This would build trust and simplify customer choice.

Solution

Ilona Lunden is a premium cosmeceutical brand built on an authorial approach. It already enjoyed strong customer trust but required an updated visual presence to reflect its evolution.

We created a signature luxury brand, with a new logo based on Ilona’s own handwritten flourish and attention to every detail from packaging shape to engraved lids. This premium yet personal aesthetic, anchored in minimalism, communicates expertise and easily scales across a growing product line.

Following the rebrand, the brand expanded further, including the launch of its first offline retail corner—visually tied to the new identity.

Implementation

In-person Brand Audit with Ilona

Step 1

The project began with a face-to-face meeting with Ilona Lunden. We reviewed the brand’s status, goals, and ambitions. At the time, the brand had been on the market for five years, with more than 20 SKUs and a loyal customer base. But the look needed a refresh, and the premium positioning needed to be strengthened.

It became clear that the brand should come across as author-driven, effective, and minimalist, but not sterile or pharmaceutical - it needed character.
Logo Redesign

Step 2

We proposed reversing the name order to Ilona Lunden, which sounds softer and more fluid than «Lunden Ilona». The new logo is a stylized signature of Ilona herself - a visual anchor on every product and a mark of her personal involvement and responsibility.
Premium Packaging Selection

Step 3

We curated packaging that aligns with the premium segment: sturdy, elegant bottles, jars, and tubes. All items are either white or a deep, rich navy accented with silver caps, creating a refined contrast.

The focal point of each product is the silver-embossed signature logo, ensuring brand consistency across the full line.
Product Naming Overhaul

Step 4

We restructured and clarified the naming system. Product titles are now more direct, concise, and benefit-focused easy to understand, action-oriented, and trust-building. This was especially important for e-commerce, where packaging has to do the talking.
Visual Identity Refresh

Step 5

All visual communications were redesigned in a clean, minimalist style: generous whitespace, carefully selected fonts, and balanced compositions. This aesthetic reinforces the idea of «clean» beauty and strengthens the brand’s expert appeal.

«This project is about the balance between what you see and what you feel, between authorship and the system. We managed to say the most important things without words: the minimalist packaging, signature logo, and refined palette became the brand’s voice.»

Екатерина Сичкар

founder of Sichkar Group