Located in the heart of Florence, Italy, Relax Firenze is a holistic wellness center and organic skincare line in need of a new brand identity. The proposed rebrand includes a name change to “GAIA”, that would better encompass the brand’s ethos and mission of better skincare for you and the earth. GAIA Eco Skincare is one of two pillars under the GAIA brand, the other being GAIA Wellness Collective. Both halves of the brand work in tandem to promote the health and wellbeing of the mind, body and soul.

The five skincare lines were previously disjointed and failed to communicate the purpose of each individual line. The new proposed names PURA, RADIANTE, ULTRA, COMPLETARE and CALMA, better reflect each line and bring a cohesiveness to the brand itself.