Turning a product extension into a brand of its own.
Kocamaar had built its product world around clean-label food. As the company expanded into natural cosmetics and personal care, the new range inherited a brand language originally created for a very different category.
We created MAAR by Kocamaar — a distinct name, identity and packaging system designed specifically for the brand's natural care range.
One brand. Two very different categories.
Kocamaar had successfully extended its product range from food into natural personal care.
But the cosmetics line continued to carry the name and visual codes of the parent brand almost unchanged.
What worked for food did not automatically create the right perception in a category where identity, packaging and shelf presence play a very different role.
The products had evolved. The identity had not.
There were two connected challenges.
First, Kocamaar did not create a sufficiently distinct identity for the natural care range.
Second, simply adapting the existing food packaging system would make it difficult for the products to establish a contemporary presence alongside increasingly sophisticated natural-care brands.
The range needed differentiation without losing its connection to Kocamaar.
Keep the connection. Give the category its own name.
Rather than creating a completely unrelated cosmetics brand, we introduced:
MAAR by Kocamaar
The new naming structure gave the personal-care range a shorter, more distinctive identity while keeping the provenance of the parent brand visible.
This became the starting point for an entirely new visual world.
Less inherited language. More category confidence.
The visual system moved away from the more illustrative, product-by-product character of the previous packaging. In its place, we created a cleaner and more contemporary identity built around a distinctive typographic mark, restrained colour, clear hierarchy and a flexible packaging architecture.
Naturalness remained present through the products, materials and palette rather than relying on conventional natural-cosmetics clichés.
One identity. Different formats.
The system needed to work across very different product types — from essential oils and floral waters to creams and bath salts. A consistent relationship between the MAAR mark, product naming, information hierarchy and neutral label palette allowed each product to remain recognisable while still belonging clearly to the same range.
Different bottle shapes, jars, closures and product colours became part of the visual variety rather than a problem the identity needed to hide.
From a product line attached to the parent brand to a natural-care identity with a world of its own.
A new brand architecture for a growing category.
MAAR by Kocamaar gave the natural-care range its own name, identity and packaging system while maintaining a clear connection to Kocamaar.
The result is a more coherent and contemporary product family designed to work consistently across both existing products and future additions to the range.
We'll get back to you soon.