Global Revamp for Fa, Henkel’s Iconic Shower Gel Brand

A global redesign of Fa has launched. Designed by international branding and design agency Lonsdale, the new look aims to reconnect the brand with its free-spirited 1970s roots with a range capturing the spirit of freshness and freedom that has defined Fa in the past.In a highly competitive category marked by visual clutter and brand confusion, the aim is to reclaim visibility, desirability, and emotional relevance on shelves worldwide. Fa is owned by German personal care company, Henkel.

A wave of freedom and freshness

At the heart of the transformation lies the Fa wave, which unifies the range and flows across every product. The portfolio has been restructured around clear, benefit-led territories, from “invigorating freshness” to “indulgent care”, each expressed through rich, sensorial storytelling. This layered approach enhances navigation while letting each product assert its own personality within a cohesive brand world.

Laurence Bendjenad, Creative Director, Lonsdale, says: “For this redesign, we drew inspiration from the brand’s iconic visual language from the 70s, a decade marked by its most sensuous and liberating campaigns. The wave became our key creative asset, infusing new energy into the brand while celebrating the richness of its fragrances and the freshness at its core. The result is a modern, distinctive brand identity built to compete with both budget and premium players, and to win back consumer preference.”

Natalja Sidorova, Head of Marketing and Syoss Innovation at Henkel, says: “This relaunch helped Fa reconnect with its free-spirited roots while setting the brand up for renewed success. It was a real pleasure to craft the new aesthetics together with the Lonsdale teams. Their strive for perfection truly made the difference. We really appreciated the attention to detail and the artistic, almost natural depiction of the ingredients. We love the result and can’t stop checking it on shelves.”

Source: Lonsdale

  Brand Identity, Branding, FA, Henkel, Lonsdale, Packaging, Packaging Design, Packaging Redesign, Redesign