Vita Liberata

They’re a leader in the skincare & sunless tanning markets, with a cult-like following. To those in the know, the luxury skincare brand, referred to as “Vita”, is the best you can buy. As a result, sales had remained consistently good and their dated look and cluttered brand design had been tolerated. Until now.

We were commissioned to give their brand strategy, brand design and packaging design a fresh look, before supporting a relaunch on their E-commerce site.  We were also asked to assist with product portfolio segmentation to give better definition to their massive range of products.

Our Brand Heart for Vita Liberata, called Radiant Luxury, was inspired by the radiance of a glowing tan. This would help us re-establish Vita as the prestige brand experience that loyalists knew it for. With this North Star to guide our creative, we could set about modernising the brand’s look to attract a new generation of consumers.

We added some suggestive elegance to the A – a soft finish to the strong sans serif logotype.

Then we fully transformed the look of their products to a light and pristine palette of matte white. We adorned the packs with custom illustrations of gold and rich marbled colour textures that instantly whisk you away to a tropical paradise.

We also introduced a system to distinguish Vita’s wide range of products – highlighting the difference between the formulas and levels of luxury.