Mentholatum recently approached Dragon Rouge to create a new brand identity for their Soflips line lip balm. While the name itself had the potential to be a real asset, the dated script treatment and artificial looking ingredient illustrations were not communicating the style or functional benefits of the product. We created a contemporary identity that features the brand name in two lines adding emphasis on the associated benefit. It is consistently reproduced in white or black. The overall design achieves the goals of added quality cues, stronger shelf impact and a better reflection of the experiential brand positioning.
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