Helca is a new brand on the global market of hygiene and personal care products, launched by a team of young professionals with experience not only in the beauty, body care, and hygiene industries, but also in hospitality and tourism. This meant our challenge was twofold: to respond to the demands of multiple industries and to create a brand language and identity that would resonate globally—speaking to customers across continents, from different cultures, yet sharing the same daily habits, following the same trends, and traveling to the same destinations.

We envisioned the Helca identity as a blend of a clear, direct visual language and products with sophisticated textures—pleasant for daily use, something customers gladly return to, and something that naturally becomes part of their everyday routine. Like the products themselves, which are gentle and suitable for daily hygiene rituals, yet first and foremost effective and reliable for those who use them.

Bold typography on Helca packaging, a color scheme inspired by the product’s own contents, and a palette subtly referencing the new global awareness of hygiene in all moments—on the street, while traveling, in public spaces—are among the elements we combined into an identity that says: Helca helps you feel at ease when choosing hygiene products you can always count on with complete confidence.

A special line within the Helca range is dedicated to children’s hygiene and skincare. For these, we developed a distinct identity under the Helca umbrella—combining playful animal illustrations that engage young users with catchy slogans and hero-like attributes for each character featured on shampoos, body washes, creams, and wet wipes. This added a unique quality to the brand, helping it secure a spot in the “children’s products” niche, standing shoulder to shoulder with global competitors.