I led a creative premium product launch for Chapstick Honey Nourish that made the brand feel relevant for Gen Z consumers.

Objectives
Reposition ChapStick as expressive and on‑trend for 18–24 year olds, introducing Honey Nourish as a premium SKU with authentic, skincare forward ingredients.

Role & Challenges
Creative lead to develop the platform, art direction, packaging system, e-commerce carousel generation, visual language, and messaging hierarchy.
Coordinated designers, illustrators, retouchers, and production to meet tight timelines.

Outcome
The new design drove an increase in “cool/expressive” brand association among 18–24 year olds, increasing purchase intent for the premium SKU.