Design

Lil-Lets moves away from 'discreet' positioning in bright rebrand

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By Natalie Mortimer | N/A

October 5, 2016 | 3 min read

Tampon brand Lil-Lets has introduced a new brand identity and packaging design to better reflect today's consumer, marking a move away from its previous 'discreet' positioning.

Lil-Lets rebrands

Lil-Lets moves away from 'discreet' positioning in bright rebrand

Following a strategic review, Lil-Lets, which is one of the leading non-applicator tampon brands in the UK and South Africa, decided it needed a more 'refreshing' approach to its design and personality.

Incumbent agency partner BrandOpus focused the design on embracing modern women and female connections, with the use of bright, strong colours and pack designs to stand out on shelf, rather than hide away.

“Modern women are real, strong and brilliant and we designed an identity that speaks to them.” says Kate Jones, design director, BrandOpus. “Women shouldn’t feel the need to hide the fact they have periods. They’re part of life and what’s important to women now is that such a trusted brand recognises who they are and what their needs may be.”

The new identity and packaging is now rolling out across the UK and South Africa, with a view to later rollout in the Middle East. It will be supported by an above-the-line campaign in the UK from this month.

Lil-Lets’ marketing director Mary Young added: “The launch of the redesigned Lil-Lets range sees Lil-Lets move towards a unified global brand that brings a contemporary approach as tampon experts and continues to have women at the heart of our marketing strategy".

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