The consultancy was appointed to the project in November last year, and was tasked with creating a new identity and packaging designs to ‘match the shift in positioning to focus on discretion and femininity.’
BrandOpus created a new GEM icon, which will be used across all packaging. The symbol aims to representing femininity and is derived from ‘cross cultural symbols for the Goddess, the Earth and the Moon’, according to BrandOpus. This is informed by research into the lunar cycle, which is said to coincide with many women’s menstrual cycles.
The Lil-Lets lettering has been slightly tweaked, replacing the heart symbol above the ‘I’ with a dot, though it remains largely unchanged, To create discretion at point of sale, the new packaging is influenced by beauty products.
Kate Jones, designer at BrandOpus, says, ‘We wanted to create a symbol that referenced lifestyle brands such as Chanel and Gucci, that feature a strong identity that doesn’t require the word mark for the consumer to recognise which brand it is.The result is something really feminine and positive, which creates quite a lot of energy.’
The new packaging uses less material and can be made more discrete by removing the outer layer. The range now uses a consistent palette of six colours across the different products to denote absorbency to increase clarity for users.
Jones adds, ‘What [Lil-Lets] really liked about their previous packaging was the discretion and femininity. A lot of feminine hygiene brands are like doctors in white coats – it’s a solution to a problem – but we wanted to create something that didn’t scream “functionality”.’
The new packs will launch next month, when two new products, including teen liners, will also be introduced.