Lip balm products had “matured and evolved” with their competitors but they were “leaving Lypsyl behind,” says Claire Fisher, Seymourpowell’s Client Director.
The comprehensive project redefined Lypsyl’s brand essence. In addition to consulting on new product flavours and formulations, Seymourpowell have created new branding, packaging and new copy, to help Lypsyl stand out in the ever increasing category of cosmetics.
The intention of the logotype is to be more ‘retro’; added by a new colour palette, they have used light blue, white and dark blue in the new branding. The lowercase, curvy typeface has been replaced by an outlined uppercase typeface. Different flavoured balms are now indicated by block colours, replacing the geometric patterned identification previously used.
Claire Fisher, Client Director from Seymourpowell commented: “In the past Lypsyl held a wonderful emotional connection with consumers because people remembered their mothers or grandmothers using it and so they used it themselves. However, the category has matured and evolved rapidly in recent years with a soaring number of competitors offering new products, flavours and packaging structures, leaving Lypsyl behind. Our challenge was to make the brand feel relevant again whilst staying true to its unique heritage”.
Seymourpowell set about redefining the Lypsyl brand by delving into its history and discovering what truly makes Lypsyl stand apart from competitors in today’s market. Seymourpowell took inspiration from the brand’s 125 years of history and remarkable stories from its past such as, its place on the first expedition up Mount Everest. This developed the brand essence of ‘Legendary Lypsyl’ whilst incorporating the brand’s values of ‘caring, consistent and uncomplicated’ to underpin their design work. Their new branding, packaging and copy draws on this, to position Lypsyl as the most reliable and effective partner in lip care.