Le Comptoir du Bain, a key brand under Laboratoires Gilbert, was looking to strengthen its position in French pharmacies by revitalizing its brand identity. The branding and design agency Lonsdale took on the challenge, aiming to enhance the brand’s desirability by telling the rich story behind the brand.

The focus was made on the traditional virtues of Marseille soap and the natural, therapeutic benefits of botanical essences. The new branding platform and positioning crafted by Lonsdale emphasize authenticity and heritage, rooted in the evocative imagery of traditional counters where botanical essences were meticulously selected for their sensory and therapeutic powers.

Lonsdale refreshed the logo and developed new packaging designs for the two ranges that highlight the purity and quality of the ingredients. The key visual elements were designed to evoke the natural origins with a focus on simplicity and elegance.

Lonsdale has elevated Le Comptoir du Bain’s brand essence, ensuring it stands out in the competitive market while staying true to its heritage. This strategic rebranding reinforces Le Comptoir du Bain’s position in pharmacies and connects deeply with consumers seeking authentic, high-quality products.

Le Comptoir du Bain, originally launched as Le Comptoir du Pharmacien in 2002, quickly became a trusted name in natural, high-quality personal care products. Over the years, the brand expanded its offerings, including Marseille liquid soaps, body care items, and gift sets. By 2014, it had reinvented itself as a leader in French pharmacies, blending modernity with traditional soap-making expertise, rooted in its authentic heritage.

Lonsdale is an international branding and design agency with offices in Paris, Singapore, and New York City.