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Seymourpowell redesigns Lypsyl branding and packs
2017-01-09

From: Packaging News

Seymourpowell has revamped the on-pack design for popular lip balm brand Lypsyl.


The category has matured and evolved rapidly in recent years with a variety of competitors offering new products.

The comprehensive project saw Seymourpowell redefine Lypsyl’s brand essence, consult on new product flavours and formulations, and create new branding, packaging and copy to help Lypsyl stand out in an increasingly crowded category.

Inspired by the brand’s 125 years of history, Seymourpowell developed the brand essence of ‘Legendary Lypsyl’ and the brand values of ‘caring, consistent and uncomplicated’ to underpin the design work.

Their new branding, packaging and copy draws on this to position Lypsyl as the most reliable and effective partner in lip care.

Igor Astrologo, design director at Seymourpowell, said: “Our strategy was to balance communicating Lypsyl’s trusted heritage while drawing on contemporary references. For example, we redrew the famous lip-shaped brand mark to make it feel more distinctive, modern and playful, and gave it a bold, contemporary treatment by cropping it off the packaging. The typography we’ve used has ‘retro’ touches to it whilst also feeling very current. We helped Lypsyl further reclaim their heritage by introducing the copy ‘Est. 1891’ and ‘Protecting and Nourishing the Nation’s Lips’ to the packaging.”

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