Future-proofing a lip balm legend
“Can you hand me the Labello?” Very few brands are so iconic they become synonymous with an entire product category. And yet – even the strongest brands must evolve with the times. Labello included. Because competition in the shelves is growing, and consumer values are shifting: Labello had to appeal to a new generation of consumers while maintaining the deep trust and affection it holds across age groups. Balancing heritage with innovation, style with substance, and beauty with responsibility was key.
Read moreWe supported Labello – also known as NIVEA Lip Balm in many countries – through its first major relaunch in over a decade, bringing the full range to more than 200 markets worldwide. The new product features an improved formula: vegan and free from mineral oils, enriched with more vitamins and natural oils – and a new design that makes these changes immediately visible. For the first time, the packaging is plastic-free, and it finally communicates the skincare expertise and skin health credentials that people associate with NIVEA. With a bold cream swoosh that acts as a visual anchor across all products, complemented by ingredient imagery to elevate both beauty and taste appeal.
Lukas
CEO & Managing Partner
Yara
Design Director
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