BORGHESE 

With a legacy rooted in Italian craftsmanship and a royal pedigree, Borghese occupied a unique — if faded — position in the beauty industry by 2015. Originally founded by Princess Marcella Borghese, the brand’s once-prestigious identity had drifted into obscurity after years of mismanagement and creative drift.

We were brought in by TRAUB to reimagine Borghese from the ground up — balancing its storied heritage with a modern sensibility built for today’s luxury consumer.

Our work began with a full identity overhaul, including a redesigned logo inspired by the original Borghese heraldic crest, a refined typographic system, and an updated color palette that re-established visual clarity across the brand.

We also led the redesign and production of primary and secondary packaging across 20+ SKUs — unifying the assortment under a cohesive visual language and reintroducing the brand to shelf with clarity and restraint.

To support the relaunch, we cast Italian supermodel Mariacarla Boscono — a modern icon whose presence bridged heritage and fashion — as the face of the campaign. Shot on location in Rome, the creative extended across print, digital, and film, reconnecting Borghese to its origins with elegance and intent.

The campaign generated renewed attention at a critical moment for the brand — driving engagement from retailers and consumers alike. While Borghese’s long-term trajectory was impacted by operational challenges beyond our scope, the strategic and visual reset gave the brand a credible foundation for whatever came next.