DRUG STORE NEWS:

"Burt’s Bees is entering a new era”

A new creative era for a heritage brand ready to reclaim relevance with Gen Z.

More than a campaign launch, this was a full-scale brand evolution: introducing Lip Oils, Milk, and Butters under the Lip Treats platform while redefining the brand’s creative expression from the ground up.

The work encompassed enterprise-level brand architecture, including an evolved visual identity system, refreshed voice and tone, and a more culturally fluent organic social presence. Lip Treats served as the ignition point—positioning innovation through a beauty-first lens and establishing a scalable creative framework for future launches.