This diploma thesis concentrates on a new brand designing and placement of natural cosmetics line made from natural ingredients. It represents a complete approach of creating a brand. It starts with a brand strategy which serves as the basis for the second phase - designing a corporate identity. The theoretical part represents the whole process of creating a brand strategy, explaining which parameters need to be determined before starting to design visual identity and in what way are they defined. It is explained why is important to use such procedures, how today's users think and what they subconsciously want and search in a brand. This is followed by the part in which the basic elements of corporate identity system are presented, how to choose them and which characteristics to consider. The experimental part includes specific techniques and methods used for market research, competition, focus group and trend analysis for defining a brand strategy. The results present research findings and conclusions. Considering both of them, a brand strategy, which has been created, is introduced and at the same time the visual identity system is designed. The created designs are graphically presented and explained.