BrandOpus design helps Lil-Lets to strengthen feminine positioning
Posted by: BrandOpus
Date added: Mon 16 Jul 2012
As part of the redesign, Lil-Lets are introducing a new brand identity and shift in positioning to focus on discretion and femininity. The introduction of the new Lil-Lets GEM icon – which will appear on all packaging – is a representation of real femininity and is derived from cross cultural symbols for the Goddess, the Earth and the Moon.
The redesigned packaging borrows cues from the beauty category, ensuring discretion at point of sale. On the back of retailer feedback, the packaging is now in shelf-efficient formats that deliver sophistication both at the fixture and in the home.
Kate Jones at BrandOpus, says, “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. The GEM symbol is a confident and positive identity for the Lil-Lets brand, which evokes femininity and an understanding of all that there is to being a woman.”
Clodagh Ward, Director of Marketing at Lil-Lets, said, “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 in terms of sanitary protection”.
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