Lip balm brand Lypsyl has a new logo and packaging design, completed by Seymourpowell.
The brief was to make the brand – which was founded in 1891 – more relevant and contemporary, says the consultancy.
Despite the brand’s 125-year history, the lip balm category has “matured and evolved” with competitors, “leaving Lypsyl behind”, says Seymourpowell’s client director Claire Fisher.
The lip-shaped brand mark has been redrawn, to make it more “modern and playful”, says Seymourpowell design director Igor Astrologo. The curved edges of the outline have been replaced by sharper ones, and the mark now spills over the side of the packaging.
The new logotype aims to be more “retro”, says Astrologo, replacing the soft, curved, lowercase sans-serif with a sharper uppercase typeface which has an outline. A new colour palette of light blue, dark blue and white has also been used.
The packaging has been cleaned up, replacing previous geometric patterns with block colours to indicate different flavours.
To emphasise the history of the brand, “Est. 1891” has been added underneath the logotype, as well as the tagline “Protecting and Nourishing the Nation’s Lips”.
Alongside the rebrand comes a new variation of product flavours which aim to be “more adventurous” and “feel more natural”, says Seymourpowell. This includes Mint & Fennel, and Coconut & Almond.
The new branding and packaging design will be used across the entire Lypsyl portfolio of products, which alongside lip balm also includes cold sore treatments and sun protection.
The new branding has started rolling out.
All photos courtesy of Rick Findler.