The Lipstick Effect (TLE.)
The Lipstick Effect (TLE.) was created from a single theory: when facing an economic crisis, consumers are more likely to purchase less-costly items — such as cosmetics like lipstick.
But TLE were more than just another product trying to capitalise on tough times. The company aspired to promote female-led conversations about finance. This was by women, for women. To support this, TLE needed a bold new identity that could generate this engagement, positioning them as a brand that could help their customers ‘get lippy’ about finance.
Bold Colour. Big Conversations.
Inspired by financial graphs and a bold product colour palette, we constructed a geometric wordmark that leads as a wordmark and flexes as a framing device, putting women at the heart of the brand. This versatile and adaptable device encompasses everything from packaging and print to digital and display — combined with an engaging and playful voice making it completely distinct within its category.
The Work.
Visual Identity
Creative Direction
Motion
Packaging
Digital
Team.
Liz Watson
Claire Bartels
Lara Furst
Awards.
Best Awards:
Brand Identity, Finalist
AGDA Awards:
Packaging, Merit
BADC Awards:
Brand Identity, Finalist
