When a celebrity launches a consumer packaged goods brand, I pay attention. Not because I trust them more or want to start using their product – it’s because their brands can be an example of great marketing, by having access to money and resources that can procure the best firms out there. And as a graphic designer and marketer of CPG brands, I want to see what “the best” can produce.
Kourtney Kardashian Barker launched a supplement company in September of 2022, called Lemme. From the get-go, I was super intrigued by this brand – the marketing immediately caught my attention.
First, it was the name – Lemme. (All good branding starts with a good brand name.) This is a genius brand name because it can be playfully incorporated into each product name (“Lemme Burn”, “Lemme Glow”, etc…),and into the brand voice. It also evokes a more casual and playful tone by being a word that’s colloquial, which feels very of-the-moment.
The packaging design is so well done – it’s simple and monochromatic, yet effective, and allows for a robust photography campaign to add more visual interest. The packaging features all kinds of customization – the label is either diecut (meaning, it’s a shape other than a straight rectangle) or printed on a clear label stock, so you can get the wavy effect at the bottom. It’s definitely printed with flexography, so they can achieve such perfect color matching with the bottle. But the label isn’t what screams dollar signs, it’s the container.
A vessel like Lemme’s is something only money and high order quantities can achieve. The container is super unique – you’ve got a translucent lavender bottle with a custom shingled neck, and a lid in a very specific lavender shade with the logo debossed on the top. Customization after customization.
Now, onto the marketing. The look of the brand’s website feels so 2022 – the design team definitely did their market research. The site is perfectly Gen Z with friendly fonts and shades of lavender and lime green, but somehow still cool. They didn’t skimp at all on the photography (which makes sense, these are the Kardashian’s). The imagery feels very funhouse – like a prettified 80’s pop version of Rocky Horror Picture Show.
Then there’s the videography, the social media, and the marketing in general. It’s a complete beast of an operation. And no matter what your opinion is on The Kardashians, they do know how to brand and market a product. (Or, they know how to hire people who know how to do that.)
