Branding

Branding

Beauty

Beauty

Le Mini Macaron

How to refresh a brand in a collaborative and data-led way

#BrandRefresh #DataLed #Beauty


↳ The needs

Le Mini Macaron, a global leader in at-home gel manicure solutions, sought to revitalize their brand identity to create stronger emotional connections with their audience and better reflect their market position as an innovative and playful beauty company.


↳The solution

A strategic 3-phase approach

Phase 1: Deep Consumer Understanding

We initiated our journey with comprehensive customer experience surveys to truly understand the Le Mini Macaron community. This research revealed crucial insights about purchasing behaviors, product preferences, and brand perception. Our social media visual analytics went beyond basic metrics, examining thousands of content pieces to decode which visual elements - from color schemes to composition styles - generated the highest engagement. By cross-referencing community feedback with analytical data, we created a robust foundation for understanding what truly resonates with the target audience, enabling us to map the brand's purpose and values with unprecedented precision.

Phase 2: Strategic Creative Testing

Building on our research findings, we developed multiple creative directions and tested them through organic social media content. Each creative concept was carefully evaluated through A/B testing on both organic posts and paid social campaigns. This methodical approach enabled us to measure real business impact and refine our creative strategy based on concrete performance data.

Phase 3: Brand Identity Transformation

The final phase delivered a comprehensive brand system including a refined visual identity, custom typography, and a distinctive color palette. We created a complete set of brand guidelines covering everything from photography direction to social media templates. Special attention was given to developing a unique brand voice and messaging framework that would resonate across all markets, supported by clear implementation rules and best practices.

↳ The results

New logo, new tagline and new brandbook for a more dynamic brand


Case studies

Case studies

©Insign 2025

Don’t know where
to start? 

©Insign 2025

Don’t know where
to start? 

©Insign 2025

Don’t know where
to start?