Chapstick
Ideation • Brand Development • Creative Direction • E-Commerce
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.
Winter’s Magic
A cohesive, modern winter holiday line that elevates gifting with bold, on‑brand visuals and a playful motion‑activated motif that unifies the collection
fresh, festive, and unmistakably ChapStick.
Winter Festivity
Playful, shelf‑stopping holiday packs with whimsical illustrations, bold diecuts, and fresh graphics designed to delight younger millennials—giftable, modern, and impossible to miss.
Fun Flavor Vibes
Bright, bold flavor moments made for younger fans — Berrylicious, zesty Green Apple, tropical Mocktail and indulgent Ice Cream scoops. Playful and irresistibly cool — designed to shout flavor and invite fun.