Obagi

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.