USA> Softlips Lip Balm

November 15, 2011
/ Print / Reprints /
ShareMore
/ Text Size+

White slimline tubes express the natural essence of the brand while soft, pastel colors and pure ingredient photography aid in shoppability.





With the goal of broadening its appeal, lip balm brand Softlips undertook a packaging redesign to bring its visual identity in line with its target audience. The brand was a favorite of teenage girls, but hoped to gain popularity among young women as well. Research identified two core groups: sophisticated teens and young women looking to assert their femininity. What they shared was a preference for natural products and ingredients, which led to the overall brand positioning of “natural expression”. Pure, white slimline tubes express the natural essence while soft, pastel colors and pure ingredient photography on the paperboard panels aid shoppability for the range of 51 SKUs.

 

Launched: September 2011

 

Package design: Dragon Rouge

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging november 2014

Oct/Nov 2014

 The October/November 2014 issue features the latest on Creating Desire with your packaging.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DGCover2014.gif
BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

SDG