Fresh Hydrafacial rebrand designed by Free The Birds

The global beauty brand, owned by BeautyHealth, sought the help of London-based Free The Birds to refresh its visual identity and brand architecture to help support its growth plans.

Crossing over B2B and B2C touchpoints, Hydrafacial caters its non-invasive treatment to a global audience keen to improve skin health. Free The Birds’ role was to ensure Hydrafacial’s perception as a fun and engaging brand was not lost, while also elevating and maturing its identity.

Matthew Gilpin, design director at Free The Birds, says, “Hydrafacial brand awareness is booming in countries around the world, so we had to ensure that the brand identity retained recognition in an elevated way that is transferable globally.”

By collaborating closely with the brand’s internal creative team, the agency reimagined Hydrafacial’s logotype by repositioning the water droplet from the ‘i’ in the original design to the ‘f’ in the new logotype. Elsewhere, Free The Birds also introduced the pulsating droplet, the new hero visual, which hopes to bring greater depth to each brand touchpoint.

Andrew Stanleick, BeautyHealth president and chief executive officer, adds, “We are proud of our vibrant Hydrafacial brand and community. We wanted the brand look and feel to grow with us, but also ensure that our community of estis, partners and consumers still recognise us.

“Free The Birds has provided a refresh that evokes the highly effective, personalised treatment we offer and promises to unify the Hydrafacial brand experience across the 90 countries where we operate.”

The rebrand has been rolled out on all digital touchpoints and will incrementally be introduced to physical ones later in 2023.