Urea is an old product ingredient used in skin-care that was essentially un-promoted in Dermatology offices. We had to build a renewed interest in urea as well as encourage physicians to write prescriptions for a new product. We developed an new name for this product and designed a logo and brand identity to visually communicate the unique selling proposition. Our branding demonstrated that this urea was in a unique formula which turned the sharp urea crystal into an elegant soft drop of cream. First year sales exceeded expectations by two thirds.