Labello Crayon

With the "Lips2Kiss" colour lip balms, Labello ventures into a new segment: for the first time, the line puts the intense colour power of a lipstick front and centre, without neglecting the brand's caring competence. Our brief was to create a product and design concept that draws on the classic codes of sophisticated decorative cosmetics, yet interprets them in a young and dynamic way, positioning itself confidently between lip care and lipstick.

The name we developed, "Lips2Kiss", brings the product's effect emotionally to the point – seductive, attention-grabbing and close to the target audience. As part of concept development, we also guided the variant selection, colour definition and narrative thread: which shades, which statements, which storylines create an attractive, modern range – beyond youthful playfulness. The result: a selection of wearable, grown-up shades with clear differentiation. For every skin tone. For women and men of every age.

The packaging design deliberately draws on the aesthetic codes of the cosmetics industry – clear, elegant and high-quality. A striking name placement, boldly visualised benefits and a subtly playful pair of lips referencing the product name set deliberate accents that frame the product without overstaging it. The colours Poppy Red, Hot Pink and Rosy Nude unfold their full effect against the metallic shimmering background – each shade clearly defined and visually dominant. Silver as the background colour serves as visual coding for the premium line, clearly differentiating it from the rest of the Labello portfolio.

Every detail picks up on the conceptual core: "The color of a lipstick, the care of Labello." The design ensures visibility on the beauty shelf while also creating distance from the classic care aesthetic – yet stays clearly anchored in the brand's visual language. The line isn't loud, but it's present – and shows how Labello can grow without losing its identity.

Alongside the packaging, comprehensive brand communication measures were also developed – online and offline.