ChapStick

Although ChapStick was the number one lip balm in the U.S. market, research indicated that consumers perceived the brand as old, thick and waxy. In addition, the packaging was getting lost on the shelves in an increasingly competitive category.

To address these concerns, the familiar ChapStick logo was contemporized and new, consistent package design improved shelf presence and consumer communication. Research confirmed that the soft backgrounds, illustrations and fonts appealed to their target market and clearly communicated modern, innovative, quality and variety.