Glas Brand Repositioning
New visual identity to reposition the brand and communicate an aesthetic experience based on technology, comfort, and trust.
Customer
GlasLaser
Categories
Redesign; Branding; Visual Identity
Tools
Illustrator; Photoshop; InDesign
Year
2020
The identity needed to break away from the perception of pain associated with laser treatments and reposition the brand as an experience of technology, care, and comfort.
Context
Glas is one of the pioneering companies in laser hair removal in Brazil and, for over two decades, has been offering affordable, safe, and high-quality treatments. Although laser hair removal is its main service, its portfolio also includes various aesthetic and dermatological treatments, such as tattoo removal, melasma whitening, vascular lesion treatment, nail fungus treatment, and facial rejuvenation.
Throughout its journey, innovation has always been at the heart of the business. The company continuously invests in cutting-edge technologies, using equipment such as Alexandrite and Nd:YAG lasers to offer more effective treatments suitable for different skin types. In addition, it developed its own high-performance cooling system, capable of anesthetizing the skin moments before the laser application, providing more comfort and significantly reducing pain during the procedure.
This commitment to technology became one of Glas's main competitive advantages — and also the starting point for the construction of its new visual identity.
Diagnosis of the previous Identity before
Glas's visual identity was built at a time when laser hair removal represented virtually the entire business. With the expansion of the portfolio and the strengthening of the company as a benchmark in aesthetic and dermatological laser treatments, the brand began to communicate a reality that no longer corresponded to the company's positioning.
The choice of red, while ensuring high visibility, evoked sensations such as heat, alert, and pain — associations that were not very compatible with a brand whose main differentiator is precisely providing a more comfortable treatment through its own skin-cooling technology.
The graphic symbol also directed attention to the problem, using hair as the central element of the identity. Instead of communicating the benefit of the treatment, the brand emphasized exactly what the customer wished to eliminate.
Finally, the tagline "Laser Hair Removal" restricted the brand's perception to its most well-known service, failing to represent the breadth of the portfolio. Furthermore, its extremely condensed typography compromised legibility in small-scale applications, limiting the identity's efficiency across different touchpoints.
More than just updating its appearance, the identity needed to reflect what set Glas apart in the market: an aesthetic company built on technological innovation, scientific precision, and patient comfort.
The new Glas Identity
The proposal for the new visual identity was to bring Glas closer to the technology universe without giving up an accessible and welcoming language. The goal was to build a brand that conveyed innovation, precision, and trust, while preserving proximity to a broad audience.
The old identity put the problem in evidence. The redesign shifts this protagonist role to the solution: laser technology, the company's true competitive differentiator.
The color palette was reorganized to communicate the business's main differentiators. Red was preserved as a representation of the laser, maintaining part of the recognition built by the previous brand. On the other hand, turquoise-green took on a leading role, symbolizing the high-performance cooling system — an exclusive technology that reduces pain and provides a more comfortable experience during treatment.
The graphic symbol was also given a new meaning. Instead of highlighting the problem, it now represents the solution itself: the laser beam. This shift moves the focus of communication to what truly differentiates the company, reinforcing its positioning as a reference in technological innovation.
Finally, the brand's signature evolves from "Depilação a Laser" to "Glas Laser", expanding its capacity to represent the entire portfolio of dermatological treatments performed with laser technology. The new architecture makes the identity more flexible, strengthens brand recognition, and accompanies its expansion beyond hair removal.
