Unlock Your
Skin's Potential
Brand Positioning
Brand Identity
Distinctive Brand Assets
Packaging Design Suite
Brand Guidelines
THE Insight
In beauty and skincare, clinical heritage is easy to claim. Dr. LeWinn's actually has it. Founded by a doctor, built on evidence-based formulations designed specifically for the Australian environment, and proven by the consumers who use it every day. The problem? None of that authenticity was showing up in the brand and the packaging.
THE VISION
Close the gap between what Dr. LeWinn's truly is and what it was communicating on shelf. Move from the archetype of the distant clinical scientist to an approachable beauty doctor. Expert and warm. Credible and considered. A brand as genuine as the formulas it makes.
THE IDEA
REAL.
Four truths that became one strategic spine:
REAL doctor with a genuine history of formulating for Australian conditions.
REAL ingredients drawn from that landscape.
REAL women with real skin needs.
REAL results, consumer-tested and proven.
FROM CLINICAL
TO CONSIDERED
The creative solution
The shift from clinical to considered runs through every design element. The wordmark was recrafted to be considered, carrying authority without distance.
Colour moved from cold whites and silvers to a warm stone palette inspired by the Australian landscape. Flowing lines and tactile textures evoke both the feel of skin and the natural contours of the environment that shapes Dr. LeWinn's formulations. Familiar range colours were retained but reintroduced with greater restraint, pairing naturally with the new stone tone.
Real results, consumer-tested and proven, are given prominent voice on pack which make the brand's most powerful proof point impossible to miss.
The result is a design system that is contemporary, emotionally engaging and cohesive across every format and every range. Elevated without being inaccessible.
UNLOCKING
POTENTIAL
THE Strategic approach
Research revealed that consumers weren’t seeking unrealistic beauty ideals or complicated skincare rituals. They wanted to feel confident in their own skin and supported by products that genuinely worked. At the centre of this insight sat a powerful truth: Dr. LeWinn’s was built on things that were real.
A real doctor with a genuine history of formulating for Australian conditions. Real ingredients inspired by the Australian landscape. Real women with real skin concerns. Real results that were clinically tested and consumer proven.
This idea of ‘real’ became the foundation of the new visual identity. It guided every design decision and inspired a shift in brand character - from the distant clinical scientist to the approachable beauty expert. Expert and warm. Credible and human.
Consistency by design
Building a distinctive
brand system
Dr. LeWinn’s faced a fragmented brand portfolio, with product ranges evolving independently and weakening overall brand recognition.
The new identity creates a cohesive visual system that unites the portfolio under a single, recognisable brand expression. Distinctive assets - including the crafted wordmark, warm stone palette, contour-inspired graphics and refined typography - bring consistency across products and touchpoints.
By retaining key range equities while strengthening the masterbrand, the identity delivers a more unified, memorable and scalable brand built for future growth.
BEAUTY REDEFINED
THE RESULT
The refreshed Dr. LeWinn's identity gives the brand's most important truth a visual language for the first time. It repositions the brand not as a clinical authority looking down at consumers, but as a trusted, knowledgeable ally standing alongside them - real in every sense of the word.
The new Dr. LeWinn's packaging was independently tested with 200 consumers, comparing the existing and refreshed designs side by side. The new design outperformed the existing on brand attributes that the rebrand specifically set out to own.