10.07.11
Originally positioned as a cosmetic alternative to traditional lip balm brands, Softlips, owned by The Mentholatum Company, reached out to brand and design consultancy, Dragon Rouge to reposition the brand for growth.
According to Marcus Hewitt, chief creative director, Dragon Rouge,"The brand, with its multitude of flavors, was a favorite of teenage girls, but needed to find a way to broaden its appeal to a wider audience of young women."
While retaining the name, the logotype evolved from an inclined script to a stacked and contemporary one that conveys greater sophistication and shelf presence. The pure white slimline tubes express the natural essence while soft, pastel colors and pure ingredient photography on the cardboard panels aids shopability for the range of 51 SKUs including natural, tints, and flavored offerings.
The new Softlips brand is available in the US, Australia, South Africa, Europe and Canada.
According to Marcus Hewitt, chief creative director, Dragon Rouge,"The brand, with its multitude of flavors, was a favorite of teenage girls, but needed to find a way to broaden its appeal to a wider audience of young women."
While retaining the name, the logotype evolved from an inclined script to a stacked and contemporary one that conveys greater sophistication and shelf presence. The pure white slimline tubes express the natural essence while soft, pastel colors and pure ingredient photography on the cardboard panels aids shopability for the range of 51 SKUs including natural, tints, and flavored offerings.
The new Softlips brand is available in the US, Australia, South Africa, Europe and Canada.