Lacer
Upgrading Smiles
Overview
We’ve been working with Lacer for years as their strategic partner for identity and packaging design, shaping how their products look, feel, and connect with consumers.
Lacer, a leading laboratory and part of the Italfarmaco Group, has its own oral care brand, also called Lacer, which has been present in Spanish households for decades. This brand accompanies daily oral care routines, offering products that are approachable, reliable, and instantly recognizable. Together, we make sure every toothpaste, brush, and mouthwash communicates the same clear, consistent, and confident message.
Services
Brand architecture
Brand guidelines
Brand identity
Brand strategy
Industrial design
Packaging design
Visual identity
Challenge
After many years with the same identity, the brand needed a refreshed smile. They wanted to modernize, stand out on shelves, and organize their product architecture more clearly. The challenge was to bring our consumer-focused design expertise to a traditionally pharmaceutical category, creating a visual system that was uniquely Lacer—ready to innovate without losing recognition.
Proposal
We drew inspiration from their own logo to build a more modern, dynamic, and above all, ownable identity. Each sub-brand received its own color code, we refined the packaging hierarchy, and added subtle premium touches that elevate the look and feel without altering the product design. Toothpastes, gels, brushes, mouthwashes, oral irrigators, or aligners—all products now speak the same visual language, making the portfolio approachable, recognizable, and full of personality.
Thanks to this new design, Lacer reaffirms its authority as the leading brand in the pharmacy channel. On the shelf, it now stands out with a bold impact and seamless coherence—worthy of a pioneering, premium, and category-leading brand.
