»brandtouch° demonstrates what natural, highly effective brand management looks like – from strategic orientation to communication and packaging. The result perfectly sums up our understanding of the brand: Purely Natural. Truly Beautiful.«

Julia Michel
Chief Marketing Officer lavera

lavera Naturkosmetik

In 1987, natural cosmetics pioneer Thomas Haase founded the lavera brand with the aim of making natural skincare accessible to everyone. Today, lavera natural cosmetics stands for certified effectiveness, skin-friendly formulas and sustainable production – and is one of Europe’s leading brands in the natural cosmetics sector.

Challenge

Global corporations, hundreds of brands ranging from premium to private label, and a new start-up every day: the cosmetics market is changing rapidly, especially in the natural cosmetics sector.
lavera is a leading and well-established brand in the field of certified natural cosmetics. With a strong stance and broad portfolio. An ideal basis for tapping into new potential and making the brand even more visible among the competitive landscape. The brand’s previously reserved image offers an opportunity to raise its profile: more distinctive, more precise and more emotionally engaging – at all levels: brand, product and packaging.

The company’s wide range of products also offers potential: with a clear strategic focus, the strengths of the individual products can be communicated in a more targeted manner while at the same time creating a consistent, powerful overall image. brandtouch° supports lavera in sharpening its brand strategy and developing an authentic image that is consistent throughout the entire customer journey. This makes a strong brand even more visible.

Implementation

Following a comprehensive analysis, the positioning and strategic orientation of the overall brand and its product categories were revised. The content is deeply rooted in the brand’s DNA and is already reflected in its name: lavera. This stands for ‘the truth’, inspired by the Latin word ‘veritas’.
Four key brand truths were developed during the process; as an expression of a clear stance, as the foundation of essential quality promises and as a concise positioning towards customers. This formed the basis for the brand essence, which encapsulates lavera’s identity and also serves as its claim: Purely Natural. Truly Beautiful.

As part of the corporate design redesign, the brand’s linguistic identity was precisely defined in a structured brand language process and a holistic 360° communication strategy was developed.
A newly introduced central design element – the lavera triad of nature, people and science – visualises the field of activity in which the brand operates.

This resulted in a packaging design that clearly structures the wide range of products, enhances brand recognition at the point of sale and, at the same time, highlights the scientific expertise and quality of the ingredients.
Based on this design principle, the design is continuously adapted for new product areas – including new product series such as Barrier Balance and lavera Baby Care. Shortly after its market launch, lavera Baby & Care Cream was awarded the PETA Vegan Award 2025 as the best vegan baby care product.

Implementation

Following a comprehensive analysis, the positioning and strategic orientation of the overall brand and its product categories were revised. The content is deeply rooted in the brand’s DNA and is already reflected in its name: lavera. This stands for ‘the truth’, inspired by the Latin word ‘veritas’.
Four key brand truths were developed during the process; as an expression of a clear stance, as the foundation of essential quality promises and as a concise positioning towards customers. This formed the basis for the brand essence, which encapsulates lavera’s identity and also serves as its claim: Purely Natural. Truly Beautiful.

As part of the corporate design redesign, the brand’s linguistic identity was precisely defined in a structured brand language process and a holistic 360° communication strategy was developed.
A newly introduced central design element – the lavera triad of nature, people and science – visualises the field of activity in which the brand operates.

This resulted in a packaging design that clearly structures the wide range of products, enhances brand recognition at the point of sale and, at the same time, highlights the scientific expertise and quality of the ingredients.
Based on this design principle, the design is continuously adapted for new product areas – including new product series such as Barrier Balance and lavera Baby Care. Shortly after its market launch, lavera Baby & Care Cream was awarded the PETA Vegan Award 2025 as the best vegan baby care product.

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