Lead Designer

Working alongside the 1HQ design team, we reimagined the Purely Fun range as part of Suave Kids’ expanding free-from portfolio. To help parents quickly navigate the shelf, we introduced a clear packaging hierarchy with prominent “0%” callouts and simplified product messaging, making key product benefits easy to identify at a glance.

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We also refreshed the Purely Fun identity with a bubbly new logo and explored a new direction for the Suave Kids masterbrand. We balanced its quirky personality with a more modern, approachable look through a custom word mark featuring a mix of thick and thin letterforms and upper and lowercase characters.

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As part of the redesign, I helped develope a playful cast of characters, each with their own unique personality and hobby, to make bath time more engaging for kids. Together, these elements established a flexible visual system that can adapt across multiple scents, benefits, and character profiles while creating a cohesive foundation for the future of the Suave Kids brand.

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