Calm as you are

Industry
- Cosmetic
Service
- Branding

Challenge

SEBOCALM was founded in 1990 by Israeli pharmacists Herman Weiss and Amnon Bechar, who became pioneers in the dermo-cosmetic field thanks to their professional expertise and deep understanding of Israeli skin and its response to the local climate. The product range they developed offered innovative solutions for treating sensitive, irritated, and red skin, as well as various skin conditions (such as seborrhea—the origin of the brand’s name). Over the years, increasing competition in pharmacy chains from global brands with massive budgets led the founders to rethink their strategy in order to keep their beloved Israeli brand at the forefront of the market.
Solution

In 2020, SEBOCALM joined the portfolio of retail giant Schestowitz, with the founding pharmacists continuing to lead product development. The next natural step was to refresh the brand strategy and undergo a design transformation to strengthen SEBOCALM’s professional positioning and distinguish it in a market saturated with global brands. Together with the client, we delved deep into the brand and its competitors, searching for its unique strengths. Hint: it all begins and ends with the name.

Challenge

SEBOCALM was founded in 1990 by Israeli pharmacists Herman Weiss and Amnon Bechar, who became pioneers in the dermo-cosmetic field thanks to their professional expertise and deep understanding of Israeli skin and its response to the local climate. The product range they developed offered innovative solutions for treating sensitive, irritated, and red skin, as well as various skin conditions (such as seborrhea—the origin of the brand’s name). Over the years, increasing competition in pharmacy chains from global brands with massive budgets led the founders to rethink their strategy in order to keep their beloved Israeli brand at the forefront of the market.

Solution

In 2020, SEBOCALM joined the portfolio of retail giant Schestowitz, with the founding pharmacists continuing to lead product development. The next natural step was to refresh the brand strategy and undergo a design transformation to strengthen SEBOCALM’s professional positioning and distinguish it in a market saturated with global brands. Together with the client, we delved deep into the brand and its competitors, searching for its unique strengths. Hint: it all begins and ends with the name.

Strategic Promise

Through extensive market research, two key insights emerged:

Calm skin is one of the most important criteria when choosing skincare products.
Consumers perceive SEBOCALM as a market leader in fulfilling this need.

A deep strategic process revealed a significant insight: the impact of calm skin extends beyond the physical—it also influences the emotional experience. When the skin is fully balanced, when it feels just right—you feel the same way. From this, the emotional promise naturally formulated itself: with SEBOCALM, you can feel as calm and confident as possible, in your skin—and in who you are. In four words:
SEBOCALM. Calm as you are.

Strategic Promise

Through extensive market research, two key insights emerged:

Calm skin is one of the most important criteria when choosing skincare products.
Consumers perceive SEBOCALM as a market leader in fulfilling this need.

Brand Symbol

The wave, which has long been associated with SEBOCALM and represents its core principle of calm and balance, was separated from the logo and became the central visual element of the brand. This balancing element now stands out at the heart of all brand communications, appearing prominently in all design elements and advertising grids as a recognizable visual signature, surrounded by a sense of tranquility and space.

Logo

An evaluation of the existing logo revealed that it appeared dense and cluttered. To align it with the new brand promise, we refined and simplified it. The first step was separating the wave element from the logo, reinforcing the connection to the word Calm. The brand name SEBOCALM was redesigned into a clean, unembellished logo with all-uppercase lettering— a convention that conveys authority in the cosmetics industry. The typography was widened and softened, with increased spacing between letters to enhance breathability.

Color Palette
We preserved the brand’s recognizable color scheme—shades of blue and turquoise, evoking ocean waves—but expanded the palette slightly to strengthen differentiation between the three product divisions, each receiving its own distinct color identity based on its purpose:
- Treatment
- Daily Skincare
- Anti-Aging
White was introduced as a dominant color, reflecting the authority and expertise of the pharmaceutical world, while disruptive tones like gold were removed from the anti-aging line.

Color Palette
We preserved the brand’s recognizable color scheme—shades of blue and turquoise, evoking ocean waves—but expanded the palette slightly to strengthen differentiation between the three product divisions, each receiving its own distinct color identity based on its purpose:
- Treatment
- Daily Skincare
- Anti-Aging
White was introduced as a dominant color, reflecting the authority and expertise of the pharmaceutical world, while disruptive tones like gold were removed from the anti-aging line.

Methodology
We conducted a comprehensive process of mapping and redefining product perception. The brand was divided into three core categories:
- Daily skincare products (distinguished by blue and turquoise tones)
- Treatment products for sensitive and irritated skin (identified by white, blue, and turquoise)
- Anti-aging solutions (marked by black and turquoise)
Within each main category, we developed unique icons and distinguishing colors for specific skin concerns in the treatment line (dandruff, sweating, pigmentation, acne, etc.) and different uses in the daily skincare line (wrinkles, sun protection, hydration, etc.).

Methodology
We conducted a comprehensive process of mapping and redefining product perception. The brand was divided into three core categories:
- Daily skincare products (distinguished by blue and turquoise tones)
- Treatment products for sensitive and irritated skin (identified by white, blue, and turquoise)
- Anti-aging solutions (marked by black and turquoise)
Within each main category, we developed unique icons and distinguishing colors for specific skin concerns in the treatment line (dandruff, sweating, pigmentation, acne, etc.) and different uses in the daily skincare line (wrinkles, sun protection, hydration, etc.).

Visual Language
The brand’s photography style reflects the emotional aspect of calmness and balance, highlighting SEBOCALM’s impact on the user experience—self-confidence, tranquility, and inner peace.
- Portrait photography captures the moment right after applying the cream or ointment, with closed eyes conveying relaxation. The setting is clean and delicate.
- Natural skin is showcased without retouching, celebrating human diversity. Background textures subtly reference the wave shape.
- Product photography features everyday compositions with elements that visually reinforce the concept of balance.

Visual Language
The brand’s photography style reflects the emotional aspect of calmness and balance, highlighting SEBOCALM’s impact on the user experience—self-confidence, tranquility, and inner peace.
- Portrait photography captures the moment right after applying the cream or ointment, with closed eyes conveying relaxation. The setting is clean and delicate.
- Natural skin is showcased without retouching, celebrating human diversity. Background textures subtly reference the wave shape.
- Product photography features everyday compositions with elements that visually reinforce the concept of balance.

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Calm as you are

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