Kind Lips

A daily beauty product created to platform the message of kindness.

Services

Branding
Illustration
Photography
Website

website

Summary

The Kind Lips brand is built on the ideals of releasing good into the world, a story started when a boy was taught the power of kindness and the effect his words had on others.

The founder, Josh Neumann, set out to create an all natural lip balm that would not only be enjoyable during application but serve as a reminder to treat each other with care.

Adhering to the essence of traditional medicine, Kind Lips works to bring the human experience back to basics with simple ingredients and genuine connections.

Three Kind Lips lip balm tubes labeled unscented, sweet mint, and vanilla on a light background.

Text reading '> 20% to anti-bullying' with a red asterisk over the arrow on black background.

Position First

Building Direction

The Kind Lips brand presents itself with honesty, first and foremost. Selling a product that is positioned as good for both your body and mind meant all extensions of brand needed to be transparent and direct. We decided to give the visual look elements of texture and tactility while utilizing the typographical and monochromatic feel of traditional medicine. There are no frills here, only intentional simplicity.

Hands with orange nail polish holding a denim pouch and a Kind Lips unscented lip balm.

Two Kind Lips unscented lip balm tubes on wood table with glasses, binder clip, red notebook, and pencil.

Cream sweatshirt with text: "It starts with one... smile, word, hug, you." and a red underline below "you."

Person placing Kind Lips chapstick with sweet mint into shirt pocket beside close-up of green mint leaves.

Light gray drawstring bag with text 'You are beautiful' and three lip balm tubes on red background.

Kind Lips sweet mint natural lip balm tubes on a wooden surface near green leaves.

Two hands surrounding a lemon-scented lip balm with a cluster of lemons on a tree nearby.

Valuing Tactility

Adding the Human Touch

Kind Lips’ flagship product is their 100% Natural Lip Balm line. As these tubes are small, packaging had to be meticulously thought through to include only the essential.

Typographical hierarchy and selective color are what separate the different flavors of lip balm, each represented by its own formula number. The lack of flavor illustrations (on-tube) and bright colors gives the Kind Lips tube packaging a distinctive presence on shelf and helps it to work in both commercial and boutique retail environments.

Packaging of Kind Lips 100% natural unscented lip balm promoting anti-bullying with a motivational message.

Kind Lips natural lip balm packaging with sweet mint flavor and anti-bullying message.

Kind Lips vanilla lemon lip balm packaging with anti-bullying message and positive note.

Kind Lips lip balm product sheets and business card with product flavors and packaging displayed on beige background.

Five tubes of Kind Lips sweet mint lip balm arranged on a light green background.

List of natural ingredients: Coconut Oil, Beeswax, Olive Oil, Shea Butter, Sunflower Seed Oil, Jojoba Seed Oil.

Kind Lips natural lip balm packaging promoting anti-bullying with a message not to stop being you.

Back of Kind Lips package detailing 20% donation to anti-bullying partners and ingredient list.

Three Kind Lips 100% natural lip balm boxes in sweet mint with anti-bullying messages on a green background.

Kind Lips sweet mint natural lip balm tube with blurred packaging in green tones.

Kind Lips sweet mint natural lip balm packaging with tubes and anti-bullying 20% donation message.

Kind Lips lip balm pack with three tubes in unscented, sweet mint, and vanilla lemon flavors.

Two women with backpacks walking on a leaf-strewn path beside greenery and flowers.

Three Kind Lips vanilla lemon natural lip balm tubes on a yellow background.

Three classic flavor profiles: unscented, sweet mint, and vanilla lemon with matching icons.

Kind Lips lip balm variety pack with unscented, sweet mint, and vanilla lemon flavors.

Two wooden boxes of Kind Lips lip balm tubes, one open showing flavors like unscented and sweet mint.

Website + Ecommerce

Essential Experience

The flow of the site is simple, introducing the Kind Lips and their mission to give 20% to anti-bullying initiatives. A playful, conversational voice accompanies the bold imagery throughout the site to give a touch of joy as the user explores the content.

The e-commerce experience is purposely condensed to make the process of ordering quick and easy. All information on a product can be accessed from the product gallery page so no additional navigation is required.