Chapstick Gratitude

Art Direction • PACKAGING

ChapStick lip balm is primarily an impulse purchase at the register. When COVID hit and store traffic dropped precipitously and mask-wearing was the norm,  the brand experienced an extreme lag in sales. To remedy this, ChapStick shifted its focus to gifting, which required a  “Thank you”-inspired pack that could be given to family, friends and health care professionals.

The “You’re My Hero” concept was born out from a creative exploration of ways to communicate gratitude through various illustration styles that felt unique to the ChapStick brand. This pack debuted at major retailers and was a favorite on their personal website.