DRUG STORE NEWS:

"Burt’s Bees is entering a new era”

A glimpse of what’s to come for a heritage brand ready to reclaim relevance with Gen Z.

More than a product launch, this was the start of a brand evolution: introducing a new line of Lip Oils, Milk, and Butters under the Lip Treats platform while redefining the brand’s creative expression from the ground up.

The work encompassed full-scale 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 starting point—positioning innovation through a beauty-first lens and establishing a modern tone for future launches.