Laico is an old brand and has been able to withstand many years of events and continue on its path. Due to the fact that in recent years, the younger generation has joined the former audience, Laico decided to rebrand in 2021. This rebranding had various components and led to Laico’s visual identity and packaging redesign. In rebranding, valuable concepts such as authenticity and antiquity were researched. The things we did were such that we could convey these concepts to the upcoming generation and our old companions. A new generation that seeks new experiences and makes bold choices. This approach resulted in innovative and special ideas being generated, such as Laico Zone. After Laico’s rebranding and its strategy, its visual identity was revised. Considering the brand’s 50-year history, it was decided not to design a new and different visual identity, but to add an identity derived from the original brand identity based on the needs of the brand. According to Laico’s diverse products, the visual identity is also designed as different zones, which form a city. Also, Laico’s history traces back to Maragheh and Tabriz. Elements specific to these two cities have been used. The brand illustrations are done so that the atmosphere of every part of the house is clearly defined. On the other hand, due to the fact that the basis of Laico products is layered and basically the products are made up of layers of different parts and materials, this issue has been taken into account in the designs and the design is also layered.