Rebrand & Packaging Strategy / Consumer Insights & Research / Competitive & Trend Analysis / Creative Direction & Art Direction Cross-Functional Collaboration

We were tasked to update the packaging redesign for Victoria’s Secret PINK Beauty, translating consumer surveys, trend insights, and competitive research into a refreshed visual identity for the full product line. I collaborated with product development, marketing, creative, and merchandising to define the design direction, typography, color palettes, and hierarchy across each SKU. Throughout production, I worked closely with designers to ensure the new packaging accurately reflected the brand strategy and consumer preferences, guiding the project from concept to final in-store execution.

We developed the branding on the below from old (left) to new (right).