London-based brand and packaging design agency, Popp Studio, has created the verbal identity, visual identity and packaging designs for Sweden-based personal care start-up, Lifelong.

Lifelong was founded in 2019 in Stockholm by a self-described “team of plastic-hating, product-building, skincare-formulating entrepreneurs” on a mission to empty your house of all unnecessary single-use plastic waste.

Armed with the insight that it is nearly impossible to ship liquid products without plastic, the team 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.

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 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 long-term vision is a full suite of products that integrate seamlessly into the modern home with a tasteful and timeless Scandinavian design sensibility.
Popp’s strategy is 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 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, and finishes, “Lifelong living will do you a world of good.”
The Lifelong master logo uses sans serif typography set in the planet’s shape, with a visual trick that makes the viewer connect the word. This is paired with a simple roundel for the strapline, “Made with heart, from the Earth”, which contains the anagram HEART / EARTH, and features small dividing lines to evoke the horizon.

The horizon line itself becomes 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 from pollution and climate change.

In packaging, bright-yet-natural colours flood the pouches below the horizon to aid navigation. A clean typographic layout nods to that Scandinavian aesthetic at the heart of the brand.

Adam Webb, Lifelong Founder, says:
“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.”

Poppy Stedman, Popp Studio Creative Director and Co-Founder says:
“As a young business with the ambition to grow and make a genuinely positive impact on the environment, we sought to give Lifelong an identity that expresses not only their today but also their tomorrow. The verbal and visual identity systems, and clean, punchy packaging designs get the Lifelong message across and are easy to expand as the brand grows.”