DIFFERENT IS BEAUTIFUL.
EOS is a lip care industry leader. Product innovation has differentiated their product from other lip balms. It boasts round and colorful aesthetics making EOS easy to find.
Challenge: EOS' target market is fashion-forward women. Their current 2016/2017 packaging does not align with, and attract, their target market.
Solution: The black and white design gives the product a feel of elegance, which is a psychographic of EOS' target market. The color of the single dot, amongst the white polka dots, corresponds with that flavor of lip balm. The dot emphasizes being different and standing out, while the round shape represents the EOS lip balm itself. The campaign was created to establish brand identity with the products' new packaging:
"What makes you different, makes you beautiful"
Scroll down to see my process.