A franchise mascara built around a clean and bonded lash promise.
The brief
Manhattan and Rimmel briefed Highlight London on a relaunch of their Lash Loader franchise, with a new clean-and-vegan formula at its heart. The pack had to feel modern, modular and recognisable from three metres in the drugstore aisle.
The approach
We anchored the design on a serene mint and ice-blue palette, with a strong vertical 'Manhattan Lash Loader' lock-up and a 'Clean & Free' seal at the base. The geometry of the cap mirrors the bristled brush head and reads as a graphic signature on shelf.
The result
The Lash Loader pack landed across Manhattan's European mass distribution and forms the visual anchor of the broader Lash Loader franchise.
