Obagi hero 1

Obagi

Redefining an original category disruptor

Renowned for delivering highly effective, dermatologist-beloved formulas, Obagi is a beacon for skin care. They were the original pioneers in the cosmeceuticals category and dominated the physician-dispensed skincare market for three decades, developing transformational products that promote skin health. Over time, other brands and channels emerged to take their place. Following a change in ownership, Obagi wanted to re-establish itself as the category leader and create new entry points for the brand.


FutureBrand partnered with Obagi to reclaim the category and inject a new narrative focused on the future rather than the past. We developed a brand idea that brought this fearlessness and optimism in the future to life. Obagi wanted to retain the heritage and equity amongst physicians they’d built over time but also understood they would need to create new product sub-brands. Aligned to a new brand architecture that drove equity back to the Obagi master brand, we created a flexible new logo and visual identity optimized to stand out both online and in-store.

Obagi reception 6
Obagi book 7
Obagi phone 5
Obagi alphabet 2

“FutureBrand helped us build a framework and foundation for the future of Obagi. As leaders in the category, it’s important that we continue to push boundaries and move forward. The brand strategy allows us to better serve our legacy business because we are thoughtfully approaching new areas and always keeping the consumer at the centre.”

Amy B Campbell, Senior Director, Global Marketing, Obaji
Obagi cards 4
Obagi Vit C 3

Want to know more?

Let’s talk
Tap the circle to enable Accessibility Mode

Accessibility mode:

Making a website accessible is crucial to provide equal access and equal opportunities to people with diverse abilities. In today's digital age, the web has become an essential resource in various aspects of life, such as education, employment, commerce, healthcare, and recreation. By designing and developing websites that are accessible to people with disabilities, we create a more inclusive online environment.

When activated, accessibility mode will enable certain features, including pausing auto-played video content, increasing contrast, and updating the site navigation bar for easier visibility.