Scientific efficacy. For MyCli, a cosmeceutical brand dedicated to anti-aging, we carried out a complete overhaul of its visual identity system, starting with the logo, followed by the creation of new proprietary symbols, colors, and typefaces, and finally the packaging design. The purpose of this review was to correct the previous perception, with the goal of shifting the focus from an undifferentiated, superficial view to one based on scientific efficacy.