Lacer natur

Lacer Natur


Natural inspiration. Thinking of new consumers

Brand Strategy, Brand Execution
Brand Consulting, Brand Identity, Packaging Design
Client: Lacer

logo lacer
Lacer natur

With great respect

Laboratorios Lacer is part of the select group of family-owned pharmaceutical companies that achieve high rates of return, shift significant business volumes and generate quality employment. Its oral health products enjoy great recognition and are a very visible face for the brand as they are seen daily by the public.

Lacer is aware of new societal demands and changing customer habits and wants to contribute to a healthier and more balanced life. It once again trusts Branward to give life to a new range of products aimed at achieving great success.

Lacer natur
Lacer natur
Lacer natur

Natural inspiration

The new oral hygiene brand should reflect the values of naturalness, ecology, sustainability, authenticity, care and health. We start with the search for a simple and easily understandable name that could work internationally and coexist with the Lacer brand itself. About 30 alternatives were studied before settling on the universal concept of “natur”.

Lacer natur

Global awareness

Branward delved into the meaning of the concept to find its inspiration. Natural refers to that relating to nature, but also to an ownership of things, and even to a certain character. The new Lacer Natur has its origin in the purest. A world of fresh shades obtained directly from nature and that greatly contributes to the brand’s positioning.

The handwritten strokes to identify Natur, which symbolise the prescription offered by someone you trust, are combined with a typewriter style typography that avoids any hint of modernity and appeals to the past when things were done differently.

Lacer natur

The project culminates with the research on finishes and materials that reinforce the personality of the brand, evoking a natural origin with great attractiveness. Recycled paper, packaging from natural sources, print optimisation, etc. and an integrated approach for those who value a lifestyle that respects the environment.

lacer natur
Lacer natur
Lacer natur

Privacy Preference Center