Project Overview:
The Fresh is a U.S.-based skincare brand redefining clean beauty through high-performance, plant-powered formulations. Their mission is to support all skin types through holistic, nature-derived care grounded in science and inclusivity.
The Fresh is a U.S.-based skincare brand redefining clean beauty through high-performance, plant-powered formulations. Their mission is to support all skin types through holistic, nature-derived care grounded in science and inclusivity.
Art Direction:
I led the creative development of the brand’s look and feel—crafting a clean, elevated aesthetic rooted in purity, transformation, and cultural relevance. From logo to layout, the brand identity was built to speak to a modern, diverse audience seeking effective, conscious skincare.
I led the creative development of the brand’s look and feel—crafting a clean, elevated aesthetic rooted in purity, transformation, and cultural relevance. From logo to layout, the brand identity was built to speak to a modern, diverse audience seeking effective, conscious skincare.
Set Design + Production:
Styled and directed all product photography for consistency across packaging, marketing, and digital. Focused on fresh textures, soft natural lighting, and visual minimalism to reflect the brand’s clean and calming values.
Styled and directed all product photography for consistency across packaging, marketing, and digital. Focused on fresh textures, soft natural lighting, and visual minimalism to reflect the brand’s clean and calming values.
Results:
The Fresh launched with a distinct, editorially-driven brand presence across print, packaging, and digital. The cohesive identity established them as a credible and compelling voice in the clean beauty space—balancing modern science with natural simplicity.
The Fresh launched with a distinct, editorially-driven brand presence across print, packaging, and digital. The cohesive identity established them as a credible and compelling voice in the clean beauty space—balancing modern science with natural simplicity.