Kamel is a dermopharmaceutical brand with a deep-rooted history in traditional pharmacy and botanical expertise. My mission was to evolve the brand without breaking its heritage moving from a fragmented visual identity to a clear, professional, and contemporary positioning that competes in today's saturated skincare market.

Kamel had 90+ years of pharmaceutical expertise, a loyal customer base, and a genuinely differentiated product. What it didn't have was a visual identity that communicated any of that. The brand looked generic in a market that was becoming increasingly visual and saturated.

Before opening any design file, I ran a full strategic analysis: brand history, existing DNA, competitor landscape, and industry visual codes. The insight was clear Kamel had real authority but wasn't communicating it.

The main challenge was finding the delicate balance between:

Honoring the 1932 Heritage: Maintaining the authority and trust of a century-old brand.

Modernizing the Aesthetic: Eliminating visual obsolescence and technical "coldness."

Avoiding Generic Codes: Ensuring Kamel didn't fall into the overused, aspirational tropes of the beauty industry.

Before any visual execution, I conducted an in-depth audit of the brand’s DNA and market perception. We defined a positioning based on "Botanical Rigor":

Visual Strategy: A cleaner, human-centric design system.

Brand Voice: Expert yet approachable. We prioritized transparency and clarity over marketing promises.

Outcome: A strategic framework that guides every touchpoint, from physical packaging to digital newsletters.

Clara - Kamel

A brand system with a clear direction. Coherent across every touchpoint. Built to grow without losing what made Kamel credible in the first place.