Vielle is a well-established Emirati brand that sought to elevate its packaging and design to align more closely with a premium target audience. Previously, their design language placed them in a lower market segment, while the brand’s quality and pricing actually positioned them to compete in the B to B+ range.
Our mission was to refine the branding into a more sophisticated and minimalist aesthetic, removing foliage elements that previously gave it a more down-market feel.
We identified the opportunity to use the letter “V” from the Vielle logo as a signature iconic watermark. The logo itself remained unchanged, but we transformed the “V” into a subtle, elegant watermark on all labels to reinforce brand recognition and add a cohesive premium touch.
For the hero product line (body mist ) and signature fragrance variants, we proposed incorporating this “V” motif directly into the glass mold as a refined engraving. This subtle detail elevates the product’s tactile luxury and creates a unique, memorable
By adopting a more minimalist and chic design language, we ensured that the packaging resonates with a more upscale consumer segment. The cleaner, more elegant design not only aligns with the premium pricing but also clearly differentiates each fragrance and product line. This approach prevents color overlap and confusion on the shelf, ensuring that each variant stands out distinctly while maintaining a cohesive and refined brand presence.
