Brand Strategy, Brand Language, Visual Identity, Packaging, Digital Design
Brand creation for the Sweden-based personal care start-up on a mission to empty your house of all unnecessary single-use plastic waste, Lifelong.
“Popp Studio has brilliantly expressed what our brand – and our mission – is all about. Our verbal identity cleverly highlights the benefits to the user and the planet, and the visual identity is distinctive and engaging, setting us apart from our competitors.”
– Adam Webb, Founder, Lifelong
Armed with the insight that it is nearly impossible to ship liquid products without plastic, Lifelong challenged themselves to flip the formula, creating a dry, powdered range of products containing only 10% of the active ingredients, with consumers adding water to make the final products at home.
We centred on the idea “connected, naturally”, an implicit acceptance that we and the planet are connected, and a belief that it can be protected while living a fulfilling, shared home life, filled with environmentally positive products.
The master logo uses typography set in the planet’s shape, with a visual trick that makes the viewer connect the word.
A simple roundel is used for the strapline, “Made with heart, from the Earth”, which contains the anagram HEART / EARTH, and features small dividing lines to evoke the horizon.
Lifelong’s launch range of body washes, shampoos and hand washes are delivered across Sweden and Denmark in compostable, letterbox sized envelopes, meaning their subscription service is cost-effective, whilst providing a 94% reduction in transport emissions.
The long-term vision is a full suite of products that integrate seamlessly into the modern home with a tasteful and timeless Scandinavian design sensibility.
The cellulose pouches are compostable in 1.5-6 months, and all formulas are always; plant-based and vegan, micro- and nano-plastic free and ethically sourced.
The brand story begins, “Lifelong choices care today and protect tomorrow” a reference to not only the products, but the impact our collective decisions have on the Earth.
The horizon line itself is a visual asset. It is a motif in stunning pictures of nature, which serve as a reminder of the Earth’s beauty and what is at risk, and in packaging, bright-yet-natural colours flood the bottom half of the pouches to aid navigation.
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