Art Direction
Packaging
Design
Brand identity and photography are in B&W and muted pastels to serve as a neutral canvas onto which individual brands can be elevated. Individual brands have a distinct brand identity—while still adhering to portfolio traits—and palette, for differentiation. The Body Firm demographic skews towards women 50 years and older in age, so photography was envisioned to convey body-positivity and confidence (with the B&W allowing more tolerance for showing aging skin).