Raising a Smile

The iconic lip balm brand, ChapStick, was suffering from poor sales in a highly competitive market. After successfully winning a pitch, Path were commissioned by the ChapStick brand team to rejuvenate the brand expression and elevate this long standing brand to its rightful position in the market. 

Lip Health
Competition from other brands and own-label offers, led to a brief to rejuvenate and refresh the offer. Path worked closely with ChapStick to reappraise and identify a refreshed brand essence founded on ‘Lip Health’. 

Putting a Smile on its face
With a new strategic foundation in place, the visual brand expression was addressed. The previous design displayed images of teeth; more suggestive of a dental offer, than one of lip-care. A new refreshed brand marque was crafted that was underpinned with an elegant sweep that literally 'puts a smile' of the face of a the brand. 

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