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