REBRANDING SUDOCREM 

As part of my Communication and Multimedia Design degree (Bachelor), the graduation process was divided into two distinct projects: a structured (bound) project and a self-directed (free) project. For the free project, students were encouraged to explore a creative discipline outside their core expertise. I chose to focus on Brand Identity Design, challenging myself to rebrand an existing brand for a completely different or the opposite target audience. For this rebranding project, I selected Sudocrem, a well-established product with a strong identity. Below, you’ll find some visuals, my approach and a redesign. 

Why Sudocrem?

A rebrand can give a brand and business a significant boost, helping it establish a stronger visual and strategic market presence. For my graduation project, I chose to rebrand Sudocrem, a product known for its versatility and long-standing presence in the market. Sudocrem has remained virtually unchanged for decades, both in terms of its formula and its visual identity. As a designer, I understand that this is a deliberate choice, following the principle of "never change a winning team." Additionally, the brand identity is rooted in simplicity and no-nonsense effectiveness, which is reflected in its current design. The unchanged look over the years has also contributed to Sudocrem’s strong brand recognition.However, if every brand adhered to this mindset, brand designers wouldn’t have a job. This is why I took on the challenge of rebranding a well-established and recognizable  brand like Sudocrem—but for a completely different target audience: young men who frequently go on winter sports trips.

Target Audience and Design Decisions
I identified this new audience through target group research, which guided my design choices in terms of color, typography, and packaging. The rebrand needed to communicate:
  • Masculinity, to align with the new target group.
  • Winter sports, to create familiarity and appeal.
  • Simplicity, to reflect the no-nonsense nature of the product.
Maintaining Brand Recognition
While the visual identity evolved, it was crucial to retain Sudocrem’s brand recognition. To achieve this, I preserved the white lettering on a red background, ensuring that the logo remained familiar, even within the new aesthetic.

This project is meant to demonstrate how a strategic, well-researched rebrand can open new market opportunities while maintaining a brand’s core identity and values. 

Brand strategy

Brand Positioning – From Baby Care to Winter Sports Essential

Historically, Sudocrem has been associated with baby care and sensitive skin treatment.

The new brand positioning would transform it into a rugged, masculine, and performance-driven

skincare product, ideal for protecting the skin in extreme weather conditions.


New Identity: Sudocrem as a protective skincare solution for male winter sports enthusiasts.

Core Value: Reliable protection against cold, wind, and sun exposure.

Differentiation: Unlike standard moisturizers, the product would be marketed as a no-nonsense,

specialized, high-performance protective cream for harsh conditions.


Target Audience Analysis – Understanding the New Consumer

The ideal customer is a young, active man (18-35 years old) who regularly engages in winter

sports like skiing and snowboarding. This audience values:


  • Performance-based skincare rather than cosmetic appeal.
  • Minimalistic and effective products with no unnecessary additives.
  • Convenience and portability for easy use on the slopes.


Visual Identity & Branding Elements

The new brand identity must reflect masculinity, winter sports culture, and no-nonsense efficiency,

while still maintaining Sudocrem’s brand recognition.


Color Palette

Primary Colors: Dark blues and icy whites (representing winter and extreme weather).

Accents: Bold reds or oranges (symbolizing energy and adrenaline).

Brand Recognition: The classic white letters on a red background remain to ensure familiarity.


Typography & Logo

A strong, bold typeface that reflects reliability and confidence.

The Sudocrem logo remains recognizable but integrates subtle design elements like sharp,

angular edges to reflect mountains and dynamic movement.


Packaging & Product Design

Compact, travel-friendly packaging for easy use on-the-go.

Modern, rugged design that appeals to a male-dominated sports audience.

Weatherproof labeling with emphasis on protection against windburn, cold, and sun exposure.


Messaging & Communication Strategy

The new brand messaging must shift from baby care to extreme weather skincare:


Brand Tone of Voice

Confident, straightforward, and action-oriented (e.g., “Don’t let the cold slow you down.”).

Minimalistic yet informative, focusing on protection, endurance, and efficiency.


Marketing & Social Media Strategy

Partnerships with winter sports influencers & athletes to demonstrate product effectiveness.

Video ads showcasing the product in extreme weather conditions.

User-generated content campaign encouraging skiers and snowboarders to share their

experiences with the product.


Since this project was my first deep dive into Brand Identity Design, the focus was primarily on research, strategy, and implementation, rather than creating highly refined visuals. At this stage, my visual execution skills were still developing, and my main goal was to understand how branding decisions shape audience perception.


The project was designed as an exploratory experience, allowing me to experiment with branding principles for the first time. This meant analyzing target groups, color psychology, typography, and positioning, and applying those insights to my redesign. While my visual work may not have been as polished yet, the project gave me a strong foundation in strategic design thinking—a skill that continues to influence my approach to branding today.