Case 01 / 10Brand Solution

Cordellia

A luxury label that looks the part on every shelf it lands on.

A full-stack rebrand for an Indian luxury skincare label, launched across 6 markets.

Industry: Luxury Skincare
Year: 2025
Timeline: 10 weeks
Team: 7 specialists

0×: Retail distribution growth
0%: Online revenue lift (Y1)
0: Markets launched
0: SKUs on one system

The brief

What we were up against.

Entering a competitive retail category and needing to look premium on shelf and online without matching bigger players' budgets.

Brand IdentityPackaging6 markets

Goals

Read as premium next to category leaders with a fraction of their budget

One packaging system that stretches across creams, serums and gift sets

Launch retail and e-commerce on the same day, in six markets

Our approach

4 moves from brief to launch.

Step 01Weeks 1–2

Brand strategy and positioning workshop

Two workshops with founders and retail buyers to decide what the brand stands for and who it's for.

You get

Positioning statement and brand pyramid

Step 02Weeks 3–6

Visual identity and packaging system design

Wordmark, colour, typography and a modular pack architecture built around a single gold signature.

You get

Identity system and pack architecture

Step 03Weeks 6–8

Structural packaging prototyping for shelf impact

Physical prototypes tested on mock shelves and under store lighting before print sign-off.

You get

Print-ready structural packaging

Step 04Weeks 8–10

Guidelines rollout across retail and e-commerce

Guidelines, templates and a PDP kit handed to retail partners and the e-commerce team.

You get

Guidelines portal and retail kit

The shift

Before us. After us.

Shelf presence

Before

Lost among mass-market packs

After

First pack buyers pick up

Range consistency

Before

Every SKU designed one-off

After

48 SKUs from one grid

New product lead time

Before

6–8 weeks of design

After

Under 2 weeks

Key insight

Premium is a feeling of restraint.

Buyers equated luxury with what the pack left out. Stripping claims off the front panel did more for perceived price than any foil finish.

The outcome

Launched with a distinct shelf presence and a design system built to extend across future product lines without starting from scratch each time.

6×: Retail distribution growth
220%: Online revenue lift (Y1)

We designed the fiftieth SKU before the first one. That's why the range still looks like one family two years on.

Design Director, Branding Crown

What we delivered

Brand strategyWordmarkColour & type systemStructural packagingGift rangePDP templatesGuidelines portalRetail display kitBrand strategyWordmarkColour & type systemStructural packagingGift rangePDP templatesGuidelines portalRetail display kit

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