The brand values form the basis for the repositioning of Sans Soucis. They can be found at all brand touchpoints.
Made in Germany and with more than 75 years of skincare expertise, BCG is an expert in professional cosmetics. With the Sans Soucis brand, the company offers innovative, high-quality cosmetic products with exclusive thermal water from Baden-Baden. We helped Sans Soucis to communicate this valuable foundation to the outside world with a strong repositioning and the creation of a new, memorable brand world.
Our work for Sans Soucis is based on the results of an extensive strategy workshop. Carefree beauty through innovative, high-quality cosmetic products with exclusive thermal water from Baden-Baden is the core of the brand. The repositioning developed is expressed in the slogan “Carefree beauty” as well as in the entire brand identity.
With the redesign, we have created a modern and refined further development of the brand. The new word and figurative mark strengthens the identity of Sans Soucis - on the one hand through the fountain image element, which picks up on the brand foundation “thermal water”, and on the other hand through the brand claim “Baden-Baden”, which refers to the exclusively used spring of the Baden-Baden spa gardens and thus emphasizes the quality of the products and the fact that they are manufactured in Germany
Before
After
The new image world of Sans Soucis impresses with its naturalness, freshness and purity.
The new packaging underlines the high quality and exclusivity of Sans Soucis. The company's expertise as a facial care specialist is now clearly conveyed.
Before
After
The products in the DAILY VITAMINS range visually pick up on the fruit from the ingredients in the frame. The basic elements of the new brand identity are retained and at the same time a younger target group is addressed.
The precious thermal water from the exclusive spring in Baden-Baden is the focus of the imagery. It is the heart of Sans Soucis, the source of beauty, skin health, effectiveness and also success - the key to “carefree beauty”. In addition to the central brand key visual, we have developed series-specific visuals that communicate the USP and characteristics of the respective skincare series.
The precious thermal water from the exclusive spring in Baden-Baden is the focus of the imagery. It is the heart of Sans Soucis, the source of beauty, skin health, effectiveness and also success - the key to “carefree beauty”. In addition to the central brand key visual, we have developed series-specific visuals that communicate the USP and characteristics of the respective skincare series.
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