Seagull Skincare – Brand & Packaging Redesign

Seagull, a heritage skincare brand with more than five decades of pharmaceutical expertise in the region served by the Gulf Cooperation Council, and mena engaged our studio to realign its packaging and brand identity with its scientific foundations and the expectations of today’s rapidly evolving skincare market. Although the brand carried deep clinical credibility and a long-established relationship of trust with consumers, its visual language had become outdated and fragmented, lacking the structural clarity, cohesion, and contemporary relevance needed to communicate its scientific strengths. The strategic brief therefore centred on redefining the brand architecture, redesigning both Persian and English logotypes, and creating a unified visual system to reinforce Seagull’s positioning as a science-driven, future-ready skincare authority.

Our process began with an in-depth study of the brand’s laboratory origins — a legacy grounded in research, pharmaceutical rigor, and consistent product efficacy. These core values were translated into a refreshed visual identity built on clarity, discipline, and clinical precision. The redesigned packaging ecosystem features a calibrated typographic structure, refined spacing logic, and a disciplined hierarchy of information intended to enhance readability and create a more intuitive user experience across the entire product portfolio.

A major component of the redesign was the introduction of a purposeful colour-coded categorisation framework, enabling clearer differentiation between product families and significantly improving shelf navigation. This not only enhanced functional usability but also elevated the overall aesthetic harmony of the brand. While essential heritage elements were carefully preserved to maintain familiarity and loyalty among long-term consumers, each visual component was thoughtfully modernised to meet contemporary scientific skincare standards.

Through this comprehensive transformation, Seagull now presents a cohesive, clinically confident, and thoroughly modern identity—strengthening its leadership and positioning the brand for lasting relevance in an increasingly competitive and science-driven skincare landscape.

We also developed this new identity system in full and extended it across multiple brand touchpoints, ensuring consistency, coherence, and a unified scientific voice throughout the entire brand experience.