Remilia launched seven years ago with a simple idea: small, travel-friendly capsules that delivered serious haircare results. The Cosmocap format was intuitive and hygienic, but as the brand grew, its soft “clean beauty” look remained stuck in indie mode — charming but not premium. Founder Eliran turned to Orchidea to elevate the brand without changing its iconic primary packaging, which remained non-negotiable.

The task was to build a more strategic, premium identity around the existing product — one that could live in luxury retail and support global growth. After immersing themselves in customer insights, the founder’s vision, and the category landscape, one idea emerged: Remilia should feel like a retreat in your own bathroom.

This wasn’t about glossy travel imagery but the quiet ritual of closing the bathroom door and restoring yourself — a touch of post-holiday softness in the everyday. This idea became the north star for the rebrand.

Orchidea created a visual world inspired by postcards, sun-faded photos, and watercolor-like ocean memories — subtle cues of movement and renewal. The bathroom was reframed as a sanctuary: calm, tactile, dreamlike. The refined logotype and a new flowing “R” symbol — part wave, part hair strand — strengthened recognition and premium positioning.

Watercolor patterns were hidden inside the packaging, turning unboxing into a private ritual. Each SKU received its own blurred motif, symbolising motion, change, and gradual renewal. A dual typographic system balanced emotion and science: softened serif warmth paired with a precise monospaced structure.

With the identity defined — logo, symbol, patterns, type, and colour — Orchidea rolled it out across packaging, website, trade materials, decks, and digital assets.

The impact was immediate: average order value rose 69%, conversion increased 44%, and Remilia secured three major retail deals after unveiling the new identity at Cosmoprof.