Design and innovation company Seymourpowell revealed details of its new work for one of the nation’s favourite lip balm brands, Lypsyl. 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. Seymourpowell set about redefining the Lypsyl brand by delving into its history and discovering what makes it stand apart from competitors in today’s market. Inspired by the brand's 125 years of history and remarkable stories from its past, such as its place on the first expedition up Mount Everest, Seymourpowell developed the brand essence of ‘Legendary Lypsyl’ and the brand values of 'caring, consistent and uncomplicated’ to underpin their design work. Their new branding, packaging and copy draws on this to position Lypsyl as the most reliable and effective partner in lip care. Seymourpowell also consulted on the development of new product flavours and formulations in line with recent developments within the category. The new range includes a more adventurous selection of flavours, such as 'Mint & Fennel’ and ‘Coconut & Almond’, and improved formulations that make the scent of the products feel more natural. Seymourpowell then created colour-ways for all of the new editions to the range, and introduced emotive copy to the packaging to help engage consumers, such as ‘uplifting’, ‘refreshing’ and ‘revitalising’. From the beginning of the process the designs were created to be flexible for use across the entire Lypsyl portfolio, helping to unite their different products, such as lip balm, cold sore products and sun protection, under one core identity. The new branding will be rolled out across the portfolio and across all future product innovations and lines. CreditsDesign director: Igor AstrologoClient director: Claire Fisher