‍The Briefing

DI, a well-known name in beauty and wellness, was ready for a new chapter. In an increasingly competitive landscape, the brand needed to stand out—not just with its products but by building a meaningful connection with its customers. DI partnered with AddRetail to reimagine its identity, aiming to craft a brand story that felt personal, elegant, and aligned with its audience’s desires for beauty and well-being. The challenge? To redefine DI’s place in the market, transforming it into a brand people trust and love.

The Story

True beauty comes from within—and that’s exactly where DI’s brand transformation began. Working closely with AddRetail, DI embarked on a journey to reshape its identity, one that wasn’t just about selling beauty products but about celebrating self-expression, individuality, and self-care. DI’s new positioning revolved around the idea that beauty is personal, and the brand’s new look and feel had to reflect that intimacy.

From the moment customers stepped into DI’s world—whether online or in-store—they felt a renewed sense of connection. The brand’s visual identity was infused with elegance, warmth, and modernity, offering customers not just products, but a space where they could feel seen and celebrated. Every message, every interaction was crafted to build trust, evoke beauty, and invite customers into a relationship based on care.

The rebrand exceeded expectations. Engagement soared to 95%, and online traffic increased by 120%. In-store sales followed, rising by 75%. DI became more than just a brand—it became a destination for customers looking to feel beautiful inside and out. Through its partnership with AddRetail, DI didn’t just reposition itself—it redefined what it means to create beauty in today’s world.

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