Originally positioned as a cosmetic alternative to traditional lip balm brands, Softlips, owned by The Mentholatum Company, reached out to brand and design consultancy, Dragon Rouge to reposition the brand for growth. 

 According to Marcus Hewitt, chief creative director, Dragon Rouge,”The brand, with its multitude of flavors, was a favorite of teenage girls, but needed to find a way to broaden its appeal to a wider audience of young women.”

 While retaining the name, the logo...