SUSTAINABLE LIP CARE – NATURALLY VEGAN

With the new "Naturally Vegan" product line, Labello positions itself as a pioneer in sustainable lip care. Our task was to develop a packaging concept that authentically conveys the vegan product philosophy while preserving Labello's brand values.

At a time when sustainability and vegan products are in growing demand, Beiersdorf developed a formula for Labello Naturally Vegan with ingredients of 100% natural origin. The challenge was to create packaging that visually translates the vegan product philosophy and brings high-quality ingredients like shea butter and acai berry or hemp seed oil to life.

We developed a holistic packaging concept that puts naturalness and sustainability at the centre. The design relies on an earthy colour palette with variant-specific accents – warm beige for shea butter, berry-red violet for acai and soft green for hemp. Stylised illustrations of the key ingredients create a direct connection to the product formula.

It was important in this project to place the ECOCERT/COSMOS certificate. COSMOS stands for COSMetics Organic Standard, a unique international standard for natural and organic cosmetics. This way, consumers know they're buying a genuinely sustainable product. This certification demonstrates the manufacturer's strong commitment by offering an external guarantee to consumers.

At the point of sale, we created an immersive brand experience with display systems made of sustainable materials and informative visuals highlighting the 24-hour care effect and the vegan formula. The packaging concept for Labello Naturally Vegan successfully combines sustainability and brand identity. The authentic design credibly conveys the vegan product promise and creates an emotional connection with the growing, eco-conscious target audience.