Purely Inspired Brand Refresh
Creative Lead | Brand Identity | Packaging Design | Art Direction | E-commerce Design | Campaign Development
Purely Inspired was ready for a fresh look, one that felt more modern while staying recognizable to the customers who already knew and trusted the brand. After exploring several external directions, our internal creative team was asked to develop a new packaging system that better reflected the brand's natural ingredients and optimistic personality.
Working alongside our Associate Creative Director, I helped create and roll out the refreshed identity across packaging, e-commerce, retail, Amazon, paid media, and product launches. Inspired by the ingredients inside each formula, we developed a scalable visual system built around custom photographic ingredient compositions. Each product featured a unique background reflecting its key ingredients, creating stronger shelf impact while making the portfolio feel cohesive, modern, and instantly recognizable.
THE SOLUTION
Beyond the packaging refresh, we helped carry the new identity into every consumer touchpoint. As part of the launch, we also expanded the "Do What Makes You Feel Good" campaign, originally developed by 72andSunny, which celebrated the idea that living well doesn't mean giving up the things you enjoy. Working with another designer and a copywriter, we developed new campaign commercial concepts, influencer experiences, Amazon content, paid media, and digital assets that stayed true to the original platform while extending it across new channels and consumer moments.
PACKAGING RESFRESH
When Purely Inspired was ready for a refresh, our team developed a new visual system that modernized the brand while preserving the recognition customers already knew. Each product was built around custom photographic ingredient compositions inspired by the formula inside, creating stronger shelf impact while giving every SKU its own unique personality.
BUILDING A SCALABLE BRAND SYSTEM
To ensure consistency beyond the packaging, I created a visual brand guide that established photography, typography, color, imagery, and layout standards. It became the foundation for internal teams and freelance designers to confidently extend the refreshed identity across every touchpoint.
WEBSITE EXPERIENCE
A series of homepage hero banners, highlighting new products, seasonal moments, and campaign messaging while maintaining a cohesive look and feel across the website.
ORGANIC & PAID SOCIAL
"DO WHAT MAKES YOU FEEL GOOD" CAMPAIGN
Developed by 72andSunny, the "Do What Makes You Feel Good" campaign celebrated the everyday moments that bring people joy without guilt, while also showcasing our new refreshed look. After the initial campaign launch, our internal creative team expanded the platform by developing new commercial storyboards, influencer experiences, and digital assets that stayed true to the original idea while introducing fresh ways to tell the story.
INITIAL CONCEPT COMMERCIAL SCENARIO 1: RETAIL THERAPY
INITIAL CONCEPT COMMERCIAL SCENARIO 2: POOL DADS
FINAL COMMERCIAL SPOT: RETAIL THERAPY
FINAL COMMERCIAL SPOT: POOL DADS