From embarrassment to pride. From need to want.

The women’s intimate care segment is one of those tricky categories. A provider of products that people genuinely need, but equally filled with those types of products that consumers feel uncomfortable buying, and dread asking for. In short, intimate care is embarrassing. Which leaves one question, how does a new brand about to launch in this tricky segment, disrupt the convention, set a new direction for the entire category and inspire people to think differently?

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. Utilising the strength of Swedish feminism, embolded with a confident attitude and sprinkled 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. Less a brand of products for medical conditions, more a lifestyle choice.