Rossmann

Where the beauty world meets retail.

Background

Rossmann, the leading drugstore chain in Poland, faced the need to refresh its image in response to growing competition and evolving consumer expectations.
Challenge

To create a visual identity system that balances the emotional appeal of beauty with the rational tone of retail communication: clear and compelling for a wide audience.
Insight

Accessible beauty means combining quality, simplicity, and visual appeal. Customers expect a sensory yet functional experience – both in-store and online.
Solution

The new identity is built around the concept of foam – a symbol of everyday care and cleansing rituals. From this idea emerged a visual system based on the circle, appearing across layouts, framing, and illustrations.
The color palette, inspired by natural skin tones, enhances the feeling of inclusivity and softness. A flexible, modular grid allows the identity to scale smoothly across retail environments, digital formats, and creative campaigns.
The new identity has streamlined Rossmann’s visual language and reinforced its positioning in the care space. The flexible system enables consistent, efficient communication across all channels and supports the brand’s ongoing evolution as an accessible beauty expert.

Mamastudio Team
for Rossmann

Project Management

Zofia Heydel-Szymborska
Piotr Ręczajski
Art Direction

Jacek Walesiak
Zespół Brand Identity Rossmann Polska

Kamila Hajek
Katarzyna Dębska
Julian Rzeźniczak
Łukasz Żukowski

Design

Jacek Walesiak
Małgorzata Ostaszewska
Zuzanna Charkiewicz
Ilustracje

Zuzanna Charkiewicz
Animacje

Michał Jałbrzykowski
Szymon Golis
Małgorzata Ostaszewska
Zuzanna Charkiewicz
Zdjęcia

Maciej Grzybowski
Font

Typemates