Cheryl's Cosmeceuticals is a homegrown skincare brand for salon professionals that has been around since 1986. When L’Oréal acquired the brand in 2013, Cheryl's was set to become the first brand being launched out of India by the world’s largest beauty products company. The brand required a new identity and communication that would not be too much of a departure from Cheryl's established look & feel. However, the brand still needed to look more premium and international, in keeping with L’Oréal’s global imagery. Tailor created the brand's new identity, using two leaves behaving like two hands, to suggest a brand that works closely with the aesthetician, cross-pollinating each other's level of expertise. The brand's path-breaking formulas and the skincare professional's expert knowledge would work in tandem to result in skincare treatments that truly transform the tropical skin.