Rebrand & Design System

As Kinder Beauty entered its next phase of growth, our creative team led a full-scale brand refresh to evolve and elevate our visual identity across every customer touchpoint. Our mission was to cement Kinder Beauty’s place as a leader in clean, vegan, and cruelty-free beauty — not just in values, but in aesthetics and experience.

Following an in-depth brand audit, we redefined and expanded our design system for multi-channel consistency across web, social, packaging, print, email, and beyond. We partnered closely with marketing to ensure that every asset — from campaign creative to micro-interactions — felt cohesive, elevated, and true to our mission of conscious beauty.

As Creative Director, I helped steward this transformation by crafting a unified brand experience and developing fresh concepts and collateral that re-engaged our audience. Alongside the visual overhaul, I also revamped our email marketing strategy by focusing on product enticement and storytelling, which resulted in a 2% increase in click-through rates and contributed to multiple awards for Best in Clean Beauty.

The “Before”

The Rebrand

Creative Assets

Web + Email

Social

Photography

KND by Kinder Beauty

The KND Lifestyle Box is Kinder Beauty’s sophisticated expansion into the world of intentional living. As the brand evolved beyond skincare and cosmetics, our goal was to become the go-to destination for all things kindness — from self-care rituals to plant-based cooking and wellness essentials. Carefully curated and deeply values-driven, the KND Box invites subscribers into a fuller expression of conscious living.

From an art direction standpoint, this launch marked a refined evolution of the Kinder Beauty brand. We introduced a moodier, more elevated color palette — a grown-up sister to our classic aesthetic — designed to signal a shift in tone while staying true to the heart of Kinder Beauty. The result was a seamless, elevated extension that resonated with both loyal subscribers and new customers.

As Creative Director, I led the full marketing and creative strategy for launch — overseeing concept development, visual identity, and campaign execution. Within two months, the Lifestyle Box contributed to a 13% increase in margins, validating both the product-market fit and the elevated branding approach. I also created and implemented a legacy marketing calendar and scalable project management systems to support ongoing monthly launches and team efficiency across the creative department.

Made by Kinder

Made By Kinder is the skincare lovechild of Kinder Beauty — a brand already trusted for its vegan values and ingredient integrity. Created with intention, this all-natural skincare line was designed to make luxurious self-care feel accessible, effortless, and kind. Powered by the best in plant-based ingredients, Made By Kinder brings a little magic to your daily routine — no harsh chemicals, no compromises, just skin-loving formulas that feel as good as they look.

As Creative Director, I led the development, concepting, and packaging design for the entire line, crafting a brand that felt like a natural — yet elevated — extension of Kinder Beauty. That vision resonated quickly: we saw 25% inventory depletion in the first week of launch, a testament to the demand for clean, elevated skincare that doesn’t sacrifice values for results.

Packaging

Photography