Rebranding natural
cosmetics brand

“Mindful care”: Under this claim, the German natural cosmetics brand Micaraa transformed from a premium product into a holistic brand philosophy that embraces not only physical but also mental well-being in skincare. An inspiring project for any branding agency!

We accompanied Micaraa on its exciting journey to becoming a “Mindful Brand.” The focus was not only on active awareness but also on sustainability in business processes and a commitment to using ecological and ethical materials. The emphasis on people and the present moment guided the brand’s evolution.

Mindfulness means consciously focusing on the present moment to reduce stress and enhance well-being. Affirmations can support this process – positively framed statements that help overcome negative thought patterns, boost self-confidence, and visualize goals more clearly. Micaraa integrates them as an essential part of the brand: both on the website and packaging, affirmations are hidden like little treasures, waiting to be discovered in everyday life.

The logo focuses on the essentials: a typeface with plenty of personality but without a dot on the “i.” The visual language is accompanied by a spectrum of colors, like a reflection or a rainbow – colors in a state of becoming, representing the flow of the present and consciousness. A vibrant yet subdued color palette offers a moment of calm amidst the hustle and bustle of the world.

Leading our design team for Micaraa:
Alessandra Peruch

Micaraa’s corporate identity is reflected in its product packaging – a combination of natural materials (grass paper, recyclable brown glass, screen printing, and cork lids) and shimmering, holographic foil for the affirmations. These elements change their appearance depending on the angle of light and perspective. Upon opening the box, the packaging becomes even more minimalist: white text on dark glass. Focus. Focus.

The website, with its minimalist yet never boring design, offers numerous ways to continuously improve one’s relationship with daily skincare. These include a skin test to learn more about individual skincare needs and a “Routine Builder” to determine which products are best suited and in what order they should be used.