LIP

TitleLIP
BrandLIP INTIMATE CARE SWEDEN AB
Category E03. Beauty & Healthcare
Product/ServiceLIP INTIMATE CARE
Entrant IDENTITY WORKS Stockholm, SWEDEN
Idea Creation IDENTITY WORKS Stockholm, SWEDEN
Credits
Name Company Position
Identity Works Identity Works Identity Works

The Campaign

Utilise the strength of Swedish feminism, embolden with a confident attitude and sprinkle with knowing humour to create a brand that offers a category unique personality and products that demand to be placed front and centre on the shelf. This should be an ambitious brand with an irreverent nature devised to disrupt the convention. Less a brand of products for medical conditions, more a lifestyle choice.

Creative Execution

Introducing LIP. A bold and empowering name and mark deliberately loaded with innuendo, but delivered with elegance and sophistication. And to support it - clean, modern, confident and shelf-commanding packaging design for a range of ‘Lusciously Lippy’ products that scream don’t buy me because you need me, buy me because you want me.

Indication of how successful the outcome was in the market

Since the launch in May 2017 it has grown in popularity among retailers and consumers, in Sweden as well as Denmark. And the journey has only just begun.

A switch in mindset. From embarrassment to pride. From need to want. A new brand name, identity and packaging design capable of changing established consumer perceptions.