BrandOpus has created the new brand identity and packaging for UK feminine hygiene product Lil-Lets.
The new brand identity and shift in positioning focuses on discretion and femininity along with the introduction of the new Lil-Lets GEM symbol - a representation of real femininity derived from cross cultural symbols for the Goddess, the earth and the moon - which will appear on all packaging.
The redesigned packaging draws inspiration from the beauty industry, ensuring discretion at point of sale and following retailer feedback is now more shelf-efficient.
Clodagh Ward, director of marketing at Lil-Lets, commented: “At Lil-Lets we are passionate about celebrating femininity and all there is to love about being a woman.
“Working with the team at BrandOpus helped bring this vision to life, underpinning what we are all about, and what the GEM logo symbolises – that we understand and cater for all women’s needs interms of sanitary protection.”
Working with BrandOpus Lil-Lets developed a consistent colour strategy across the portfolio to denote absorbency. The new system of six absorbency colours is uniform across all ranges, aiming to ensure clarity and ease of navigation for the consumer.
Kate Jones at BrandOpus, commented: “We have worked closely with Lil-Lets to design an identity for the brand which evokes the discreet and sophisticated world of beauty, cosmetics and fashion.
“We wanted to create a brand that would stand apart from its competitors by speaking from woman to woman.”