While at Aussie Europe, I had the chance to lead the design for their limited-edition anti-frizz serum, the perfect answer to London's unpredictable weather.
This wasn't a standard corporate rollout; it was a fast-moving mission to create something bold and instantly recognizable. It required a departure from typical P&G workflows in favor of speed and creative agility, proving that high-quality, premium design can be executed at the pace of the market.
The challenge lay in uncovering the right story — one that could connect the product’s essence with the spirit of the brand. Inspiration came from the timing of the launch at the end of October and the ever-changing UK weather, Aussie’s home market.
Compounding this, executing a complete 0-to-launch pipeline within an aggressive four-month window felt daunting. However, this project became the ultimate proving ground when an internal P&G AI tool—still a work-in-progress at the time—was integrated into our workflow. Leveraging that early AI assistant for rapid ideation provided the exact operational spark and courage needed to believe the timeline was possible.
From this foundation, a narrative began to take shape: the leap of hope after every storm — the moment when the clouds part and a rainbow appears. This became the creative thread linking emotion and benefit: hair that stays smooth and radiant, even when the weather turns wild.
The result was a dazzling, conversation-starting product that delighted both loyal fans and new customers alike. Playful and eye-catching, the packaging captured the brand’s joyful spirit while housing a truly remarkable formula. Launched in the heart of a rainy autumn, it brought a burst of color and positivity — a little rainbow moment that people couldn’t stop talking about.
Creative Direction, Packaging Design, Brand Storytelling,
Print Production Assets, Label Artwork Setup, Visual Identity Development, Print Trial Supervision, Project Management.
