Once we had established the brand strategy and personality, we began by redefining baslac’s visual identity, aiming for clear differentiation from other brands in the BASF portfolio and competitors in the vfm segment.

We also gave the brand a new slogan, focusing on baslac’s unbeatable price-to-feature ratio.

baslac’s benefits and brand personality were brought to life through a bold visual style, unique within the industry, and paired with a no-nonsense tone of voice tailored to a price-conscious target audience.

A digital campaign launched the brand and its key benefits in markets around the world.

Digital and print templates were created and shared for local translation to streamline rollout in each country and ensure consistency.