Building Direction

The Kind Lips brand worked to present honest 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.

Essentialist Packaging

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.