Stylized text spelling 'STUDIO CHEKA' in bold black letters.
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A collection of pink and white lipstick boxes, one of which is open showing a green lipstick inside, against a purple background.

The Lipstick Effect (TLE.)

The Lipstick Effect (TLE.) was created from a single theory: when facing an economic crisis, consumers are more likely to purchase less-costly items — such as cosmetics like lipstick. 

But TLE were more than just another product trying to capitalise on tough times. The company aspired to promote female-led conversations about finance. This was by women, for women. To support this, TLE needed a bold new identity that could generate this engagement, positioning them as a brand that could help their customers ‘get lippy’ about finance.

Close-up of a woman with curly hair and pink lipstick, looking to the side, against a red and white striped background.

Bold Colour. Big Conversations. 

Inspired by financial graphs and a bold product colour palette, we constructed a geometric wordmark that leads as a wordmark and flexes as a framing device, putting women at the heart of the brand. This versatile and adaptable device encompasses everything from packaging and print to digital and display — combined with an engaging and playful voice making it completely distinct within its category. 

A digital infographic showing the effects of lipstick on economic behavior and consumer spending, featuring text, bar charts, and pixelated large white letters spelling 'LIPSTICK'.
Text on a purple background that reads 'TLE.' and 'The Lipstick Effect.'
A colorful infographic about the Lipstick Effect, highlighting themes of investment, with sections for equity, assets, interest rates, inflation, and red zones. Contains text describing a metaphorical world of investment and cosmetics, and an Australian flag logo at the bottom left.
Three purple and lavender boxes and a strip of paper with white letters spell 'TLE' on a purple background.
Close-up of a woman’s face showing her mouth and lips, with teeth slightly visible, with pink lipstick, wearing colorful earrings and denim jacket, against a pink striped background.
Pink text on a light purple background that says "Get Lippy."
A vertical poster with a peach background featuring colorful polka dots and white text. The text reads: 'Made by one proud lippy lipstick lover, our punchy, put-together, long-performing hues put killer confidence and colour in every convo.' The bottom right corner displays the logo 'TLE,' and the bottom left corner shows a website address 'thelipstickeffect.co.'
A split-screen photo with colorful objects. The left side shows six lavender-colored cards with large colored circles and text, connected by a black string with a purple button in the middle. The background is lime green. The right side features a lipstick with a pink shade, a matching lipstick tube with a white cap, and a purple background.
A split color background with the left side in pastel pink and the right side in red. The left side has the word "Inflation" with a description about the light pink shade being plump and popular. The right side has the phrase "In The Red" with a description about the dark red color being aggressive and hardworking.
Two colorful posters with motivational quotes on a pink background. The left poster is pink and purple, reading 'Affluent and not afraid. Equity. This cashmere-matte pink is as sexy as a majority stakeholder.' The right poster is purple and violet, reading 'Negatively geared and positively glam. Assets. This va-ve-vibrant violet is the whole portfolio package.'
A person holding a smartphone displaying a product advertisement for lipstick called 'In The Red.'
Split-screen graphic with bright pink on the left and vibrant orange on the right, containing text about rising rates and outgoings.
Several pink and coral-colored lip balm tubes labeled 'The Lipstick Effect' are scattered on a bright yellow background, with one tube open revealing a yellow balm.
A young girl looking in a mirror while applying lipstick, viewed through a wavy-edge mirror.
Online shop homepage featuring a purple background, multiple orange and pink tubes, and navigation menu options.
Multiple stacked tennis balls with red, pink, and white rubber coverings, facing upward.
Three smartphones with pink-themed apps promoting Lipstick products called Equity on a pink background.
Pink background with purple text stating "All Natural Ingredients. Cruelty-Free. Paraben-Free. Vegan. Australian Made & Owned."

The Work.

Visual Identity
Creative Direction

Motion
Packaging
Digital

Team.

Liz Watson
Claire Bartels
Lara Furst

Awards.

Best Awards:
Brand Identity, Finalist
AGDA Awards:
Packaging, Merit
BADC Awards:
Brand Identity, Finalist

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