The goal of this evolution was to speak to a target audience of Gen Z without leaving out the legacy customer. The challenge was to adhere to this goal while streamlining the shelf-space of packages that came in several forms and three different mask segments. The packaging visually combines fun and educational elements with a logo that is fresh and still recognizable to the original branding. I worked hand-in-hand on the project with the talented Kristen Merry, who created this logo refresh. We landed on a billboard repeated style of the logo, playing off inspiration from our research on fresh skincare packaging appealing to Gen Z. I created a series of “fruit sticker” to go over the banners, playing fun at fresh clean ingredients. Additionally I helped roll out all segments with strategic coloring of the tubes, caps, typographic hierarchy, and benefit driven icons.

Outside of this packaging evolution, I also took the lead on transitioning the brand through other applications like postcard mailers, in-store shippers and shelf graphics, innovative mask melt packaging, and branding PR social media events, such as Freeman Frontline.