Oars + Alps
Teaming up with the Oars + Alps brand team, I helped mentor and lead the evolution of the packaging system to strengthen brand recognition and improve shoppability as the brand expanded from digital-first commerce into competitive retail environments.
Utilized Capabilities
Creative Direction | Visual Brand Language (VBL) Development | Brand Identity & Packaging Systems, Packaging System Scalability | Category Audits & Choice Driver Analysis | Color Strategy & Variant Differentiation | Packaging Innovation & Future-Proofing | Typography & Information Hierarchy | Print Production & Packaging Execution
Keys to success
Build a Cohesive
Visual Brand
Develop a recognizable multi-category visual identity that strengthens brand consistency across all possible consumer touchpoints.
Improve Retail &
Digital Shoppability
Enhance differentiation and navigation so consumers can quickly identify the right SKU within a growing assortment and crowded category.
Simplify
Communication
Refine packaging hierarchy, streamline messaging, and reduce less valuable copy to improve clarity, shelf impact, and ecommerce readability.
Future-Proof
the System
Create a flexible packaging architecture designed to scale efficiently across future product launches, retail expansion, and omnichannel growth.
Category Insights
Opportunity Mapping
This process helps identify key consumer choice drivers, uncover opportunities for differentiation, strengthen brand positioning, and reveal visual white space within the category.
Analyze & Elevate
Guided by the client’s direction to mirror the elevated look and feel of premium Ulta Beauty and Sephora store brands, the work focused on creating a more modern, prestige-inspired packaging experience that could compete confidently at retail.
Omnichannel Strategy
Most importantly, this process informed strategic creative decisions grounded in real consumer behavior — leading to packaging systems that are more recognizable, emotionally engaging, and effective at driving purchase both in-store and online.
Creating Strategic Choices
Presenting three design territories helps clients evaluate what feels most “on brand,” differentiated, and aligned with business goals while creating more objective, strategic feedback. It also demonstrates broader creative thinking and uncovers stronger opportunities for consumer connection and visual distinction.
The result… a scalable visual brand language (VBL) that elevates key consumer choice drivers, strengthens shelf navigation, and creates clear differentiation across the four core categories — sun, body, face, and hair — while maintaining a cohesive, recognizable brand system across 60+ SKUs.
Final Revel
The NEW VLB
Brand Guidebook
By defining clear design principles, hierarchy, typography, color systems, and packaging architecture, the guidebook helps teams move faster, maintain brand recognition, and create a stronger, more unified consumer experience both online and at retail.
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