Body Firm
Leveraging a B&W brand identity and photography with muted pastels as a distinctive, yet neutral canvas for Body Firm’s portfolio of bodycare brands. Brand identity, art direction and packaging system for two new brands and the entire portfolio. 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 B&W allowing more tolerance to show aging skin).
ROLEBrand Identity, Art Direction, Packaging, Design

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