LIPIVIR: Creative Direction Refresh Winter 2020
MY ROLE: Creative Direction, Copywriting, Art Direction, Styling
Lipivir's look and feel was in need of a refresh. They're current branding lacked differentiation and stand out and they were in need of a new lease of life. Although a new direction was needed, it was important to retain the core elements such as the brand colours and fonts, however, we could build on these for a more modern aesthetic. With this in mind a vibrant pink was added, along with bold typography treatment and graphic product imagery that reflected the world of beauty rather than pharmacuticals to help connect with a wider audience and create more impactful brand assets. A navy blue was also included for a more unisex palette which gave us the opportunity to reach men who would also benefit from the product. Until now the brand had been targeting women, despite men also suffering from cold sores, so it seemed like a great opportunity to use the creative direction to help widen the demographic we connect with.