As a leading Benelux beauty retailer, ICI PARIS XL faced the shift to cross-channel retail as digital cosmetics sales grew fast — without losing its large, loyal offline customer base, which still drives the brand's biggest profit contribution. That tension called for a full rebranding, which we took on in 2020.
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ICI PARIS XL
Online and in-store beauty shopping had started to feel like two different brands. We gave ICI PARIS XL one identity for both worlds.
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Client:
ICI PARIS XL
Deliverables:
Brand strategyBrandingOur goal
Define one coherent brand identity that works across both the online and offline shopping experience, grounded in what actually motivates ICI PARIS XL's customers.
Our approach
We started with user research and market analysis, using NeedState-plotting to locate the brand on the "affirmation" vs. "affiliation" axis in an already crowded, newcomer-heavy cosmetics retail market. The data pointed clearly to affirmation — customers look to the brand for a sense of validation — which shaped the "why" behind the brand's vision and mission, and every persona and customer journey built from there (seven personas in total, each with tailored messaging, visual style and tone of voice). The key line that captured it: "We inspire you to boost your best version and make you happy."
Those strategic insights fed into a full brand book covering colour, logo use, typography, signage, icons and patterns, with both print and digital guidelines, delivered as a shareable PDF and as a living digital platform where all partners could find and download logos, patterns and templates in one place - keeping visual consistency across every partner touchpoint.
The results
A precise, persona-based touchpoint strategy across seven customer profiles, each with tailored message, visual style and tone of voice - held together by one consistent visual system for the ICI PARIS XL brand, both online and offline.