CASE STUDY
A Full-Scale Rebrand
In close partnership with the CMO and executive team, it was my role to spearhead the rebrand for V Beauty Pure across packaging and marketing creative.
Role: Creative Director
Company: V Beauty Pure
A Full-Scale Rebrand
In close partnership with the CMO and executive team, it was my role to spearhead the rebrand for V Beauty Pure across packaging and marketing creative.
Role: Creative Director
Company: V Beauty Pure
The Demographic Defined
To achieve this, I defined personality, clarity, and tangibility as the three pillars of design that resonate with V Beauty Pure's demographic (BIPOC women, ages 18-34).
Marketing Creative
Alongside the packaging overhaul, I redefined all marketing creative around the three defined design pillars: personality, clarity, and tangibility.
I directed product and lifestyle photoshoots that supported launches, ecommerce, and paid media.
A typographic system was established.
Package Design
As Creative Director, I owned the end-to-end outcome of a major repackaging initiative across the full product assortment.
Leveraging package design as a megaphone for brand voice, and viral talking points for the 300+ brand ambassadors, continues to result in sell-out drops and strengthened brand equity.
'Practice safe mani's. Always use a Rubber' is the slogan for this product line that protects the natural nail from damage.
Results: Booming Metrics
From Underdog to Industry Disrupter - With Data-Backed Results
$50M
Revenue
In 2025 - With Zero External Funding
+200%
CTR
Compared to Q4 2022 Ad Performance
1M
Shopify Orders
In the Top 0.1% of Shopify Brands
The Demographic Defined
To achieve this, I defined personality, clarity, and tangibility as the three pillars of design that resonate with V Beauty Pure's demographic (BIPOC women, ages 18-34).
Package Design
As Creative Director, I owned the end-to-end outcome of a major repackaging initiative across the full product assortment.
Leveraging package design as a megaphone for brand voice, and viral talking points for the 300+ brand ambassadors, continues to result in sell-out drops and strengthened brand equity.
'Practice safe mani's. Always use a Rubber' is the slogan for this product line that protects the natural nail from damage.
Marketing Creative
Alongside the packaging overhaul, I redefined all marketing creative around the three defined design pillars: personality, clarity, and tangibility.
I directed product and lifestyle photoshoots that supported launches, ecommerce, and paid media.
A typographic system was established.
Increased Brand Revenue
Since 2022
1000+
999
998
997
996
995
994
993
992
991
990
980
970
900
800
700%
500%
400%
300%
200%
100%
+0%
Results: Booming Metrics
Since 2022, we’ve grown revenue by 2,300% with zero external funding, earning a spot on the Inc. 5000 list (twice).
In 2025, the brand exceeded $50M in annual revenue and 1 million lifetime orders, ranking in the top 0.1% of all Shopify merchants.
With a 60% returning customer rate, our brand loyalty is stronger than ever, indicating a positive shopping experience.
