Lululemon Stretches Brand Beyond $100 Leggings With SelfCare Line
by Rudy Sanchez on 10/08/2020 | 3 Minute Read
What started as a desire for more functional and performance-based yoga attire, Lululemon pants have become the Air Jordans for bougie suburbanite moms everywhere. The relatively expensive leggings quickly became a regular fixture at Starbucks instead of the yoga studio, and like Air Jordans, the Lululemon brand has transcended from functional athletic wear to a holistic lifestyle brand that is reflective of and aspirational to its loyal consumer base.
So, naturally, they launched a line of personal care products.
The Lululemon SelfCare line centers on those transitional times of day in between working out and real life. As such, the focus is on being able to quickly freshen up and go from Peleton to Zoom call without looking, smelling, or feeling like a sweaty, hot mess. The range includes deodorants, dry shampoo, face mists, cleansers, moisturizers, balms, and lotions.
The lifestyle brand brought in agency Pentagram to work with the Lululemon creative team to develop the identity and packaging for the SelfCare line. Pentagram first set out to create a strategy and positioning that stayed true to the master brand. It needed to feel genuine, lighthearted, and give buyers the sense that they are treating themselves, while also conveying the functional aspects of the product range.
Core elements of the parent brand are utilized throughout, such as the logo and signature red. Patterns using custom typography composed of the word “self” and the Lululemon mark are used to lend the functional and minimal packaging a quirky, artistic flair that reinforces the brand’s casual yet chic qualities.
While tied strongly to its parent brand, they designed the SelfCare line to stand alone. The typography, for example, Calibre Practice Light, is a custom variation of Lululemon’s brand typography Calibre Light, created by Klim Type Foundry. The packaging is compact, light, and comes designed to be clink-free, lest they ruin the quiet, namaste vibes in the studio. The copy is straightforward and to-the-point, while the packaging is minimally colored, though a gloss laminate layer using the typographic patterns lends the packaging a unique texture and shimmer, further giving it a sense of luxury and self-care. Red caps and boots get used to identify the range as coming from Lululemon.
The end result is a sub-brand that remains true to Lululemon’s core identity and plays to the strengths that have earned it such a devoted following and stature as the defining piece of contemporary athleisure fashion, while also feeling like its own thing. SelfCare’s branding also conveys function and utility while feeling like a luxurious indulgence.